Script-Driven Ad Player for Flexible Video Ad Configuration
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Solution Overview
Problem
Conventional online advertising systems require significant redesign and are inflexible, limiting publishers' ability to modify advertising characteristics such as location, timing, and type of ads without third-party cooperation.
Innovation Solution
An ad player that interprets an ad script to dynamically configure ad presentation, allowing publishers to modify advertising aspects by altering the script, reducing the need for redesign and offloading processing burden from ad servers.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If a conventional ad player is used with hardwired ad locations and pre-determined sequences, then the ad presentation is stable and reliable, but the adaptability and ease of modifying advertising characteristics is poor
Solution Approach 1:
The ad player transitions from a static, hardwired configuration to a dynamic, script-driven system. The ad script contains parameters that can be modified at runtime to change ad locations, timing, types, and sequences without requiring structural redesign of the ad player itself. This enables flexible adaptation while maintaining system stability.
Solution Approach 2:
The invention uses parameter-based control through ad scripts that define advertising characteristics. By changing parameters in the ad script (such as ad timing, location, type, and sequence), the system can adapt to different advertising requirements without modifying the underlying ad player architecture, thus resolving the contradiction between adaptability and complexity.
2Ease of operation
If the ad player is provided by a third party, then the system is easier to implement initially, but the ease of operation for modifying ads is restricted
Solution Approach 1:
The invention extracts the advertising configuration logic from the third-party ad player into a separate, publisher-controlled ad script. This allows the publisher to independently modify advertising characteristics by changing the script content without needing third-party cooperation, while the ad player itself remains a stable, reusable component provided by the third party.
Solution Approach 2:
The ad script acts as an intermediary layer between the publisher and the third-party ad player. It translates publisher advertising requirements into instructions that the ad player can execute, enabling easy modification of ad characteristics while maintaining reliable integration with the third-party system.
3Productivity
If ad scripts are processed centrally on ad servers, then the system architecture is simpler, but the productivity and response time are reduced
Solution Approach 1:
The invention segments the ad script processing functionality from the central ad server and distributes it to client devices. The ad player on the client device independently interprets and executes the ad script, eliminating the need for centralized processing of every ad configuration change. This improves productivity by enabling local, real-time ad modifications while the overall system architecture remains manageable through standardized interfaces.
Data Source
AI summary
An ad player presents ads in association with a video player by evaluating an associated ad script. The ad player transforms data included in the ad script into operational instructions. Hence, the ad player flexibly and dynamically configures itself and presents ads in accordance with the contents of the ad script, enabling a publisher to modify advertising aspects simply by modifying the ad script. The ad script can comprise a script in a tag-based markup language that is readable by the ad player. For example, the ad script can include one or more tags, each tag including one or more attributes that are each set to a value. The ad player determines the values of the attributes and presents ads in accordance with associated ad characteristics or behaviors.