RTP Header Extensions for Ad Cue Synchronization
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Solution Overview
Problem
Existing IPTV systems lack efficient methods for delivering and synchronizing ads within and external to streaming media streams, limiting flexibility and format options for ad delivery.
Innovation Solution
The implementation of Real-time Transport Protocol (RTP) header extensions for ad cues, which define cue points, ad formats, and timing, allowing for the insertion and delivery of ads in various formats within or external to the primary media stream using a splicer system.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If ads are delivered within the primary media stream, then ad synchronization with content is improved, but stream continuity and user viewing experience deteriorate
Solution Approach 1:
The patent segments ad delivery into multiple paths: ads can be inserted within the primary media stream at cue points, or delivered through alternative media streams. This segmentation allows the system to maintain stream continuity by providing alternative delivery paths when insertion into the primary stream would disrupt viewing experience.
Solution Approach 2:
The patent introduces a splicer as an intermediary device that manages the complex task of inserting ads at cue points while maintaining stream continuity. The splicer acts as a mediator between the ad delivery system and the media stream, handling the technical complexities of synchronization and continuity maintenance.
2Adaptability or versatility
If multiple ad formats are supported, then ad versatility and flexibility are improved, but system complexity and processing requirements worsen
Solution Approach 1:
The patent implements a universal ad delivery system using RTP header extensions that can handle multiple ad formats (overlay ads, takeover ads, banner ads, rich media ads) through a single standardized mechanism. The ad-type field in the RTP header enables the system to identify and process different ad formats without requiring separate processing paths for each type.
3Speed
If real-time ad insertion is implemented, then ad delivery responsiveness is improved, but timing precision and synchronization accuracy worsen
Solution Approach 1:
The patent employs preliminary action by pre-defining cue points in the RTP header extensions before ad insertion is needed. The timing information is established in advance through the transport protocol, allowing the splicer to prepare for precise ad insertion at the correct moment without last-minute calculations that would compromise timing accuracy.
Data Source
AI summary
Provides for delivery and synchronization of an ad to a user of a streaming media. An embodiment uses a transport protocol header extension to provide an ad cue to a splicer for the delivery of an ad within a primary media stream (the stream containing the header extension) or in an ancillary stream. An existing ancillary stream may be used, or a new ancillary stream may be initiated in response to the ad cue. The ad may have a variety of formats such as takeover, overlay, standard banner, and rich media.