Server-Side Ad Insertion in Live Video Index Files

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Solution Overview

Problem

Existing technologies face challenges in delivering targeted advertising during live television streams and managing location-based blackouts for video content across various devices, particularly with commercial-off-the-shelf media players and non-traditional delivery formats.

Innovation Solution

A system that uses server-side delivery of content with targeted advertising links inserted within a file index for live media streams, allowing user devices to retrieve targeted advertisements and handle location-based blackouts by generating separate index files and using business rules to associate user profiles with specific advertising content.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Reliability

If traditional television broadcasts are delivered using proprietary set-top boxes, then location-based blackouts can be controlled through authorizations on satellite equipment, but the system complexity and device requirements increase

Engineering Contradiction:

Improvelocation-based blackout controlVSAvoidsatellite equipment authorization

Core Design Contradiction:

ReliabilityVSDevice complexity

Solution Approach 1:

The patent introduces an intermediary mechanism where the media player retrieves authorization information from a remote server rather than having pre-configured authorization in the device. The server acts as a mediator that determines whether location-based blackouts apply and returns appropriate instructions to the media player, simplifying the device while maintaining reliable blackout control

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The system dynamically determines blackout applicability at runtime rather than relying on static pre-configured authorizations. The media player queries the server for current authorization status based on the user's location and the content's blackout rules, allowing flexible and adaptive blackout control without complex device-level configuration

Inventive Principle:

Principle #15Dynamics

2Adaptability or versatility

If targeted advertising is presented during commercial breaks in live television streams using COTS media players, then advertising relevance to consumers improves, but the technical challenge of implementation increases

Engineering Contradiction:

Improveadvertising targetingVSAvoidCOTS media player integration

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The system performs preliminary actions by pre-loading targeted advertisement content into the media player before the actual advertising break occurs. The server identifies the appropriate advertisements based on user profile and content context, then delivers them to the player in advance, ensuring smooth transitions and eliminating technical challenges during live broadcast interruptions

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system implements feedback mechanisms where the media player communicates with the server to retrieve user profile information and content context, which then determines which targeted advertisements should be displayed. This feedback loop enables dynamic advertising selection based on real-time user data without complicating the media player architecture

Inventive Principle:

Principle #23Feedback

3Adaptability or versatility

If live television content is delivered to multiple devices including portable devices, then accessibility and versatility improve, but controlling location-based blackouts becomes more difficult

Engineering Contradiction:

Improvemulti-device deliveryVSAvoidlocation-based blackout enforcement

Core Design Contradiction:

Adaptability or versatilityVSReliability

Solution Approach 1:

The patent creates a universal solution that works across multiple device types (televisions, portable devices, computers) by using a standardized protocol where the media player queries the server for authorization information. This universal approach maintains reliable location-based blackout enforcement across all devices without requiring device-specific implementation details

Inventive Principle:

Principle #6Universality (Multi-functionality)

Data Source

PatentUS9264750B2Advertising insertion for playback of video streams on user devices

Publication Date: 2016.02.16 VERIZON PATENT & LICENSING INC

AI summary

One or more servers in an IP network receive, from a user device, a selection of live streaming content and assemble an index file including links to chunks of the selected live streaming content and links to advertising files for insertion within the selected live streaming content. The one or more severs send, to the user device, a link to the index file associated with the selected live streaming content and receive, from the user device, a streaming request for the selected live streaming content. The one or more servers send, to the user device, the index file including the links to chunks of the selected live streaming content and the links to advertising files for insertion within the selected live streaming content. The user device may use the links to combine the chunks of the selected live streaming content and the advertising files into a single linear presentation. A standards-based client for the user device is used with the server side implementation. Multiple groupings of index files, based on various location and business criteria, allow for reduction in media stream creation, and granularity of addressing each subscriber.