Service Tier Policy Proxy for Addressable Ad Insertion

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Solution Overview

Problem

Existing advertising systems in television networks struggle to efficiently deliver targeted advertisements across multiple content distributors with varying endpoint capabilities, as current solutions restrict policy applications to a single class of service within a distribution network, failing to account for differing capabilities across multiple content distributors.

Innovation Solution

Implementing a signaling approach that supports the broadest footprint by using policy and action processing at various downstream points, including content distributor-based and endpoint device-based Tiers of Service (TOS) configurations, within a service aggregator network, to direct advertisements to individual endpoint devices based on their capabilities.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If a single class of service policy is applied within a distribution network, then policy implementation is simplified, but the system cannot accommodate varying capabilities across multiple content distributors and endpoint devices

Engineering Contradiction:

Improvecapability supportVSAvoidpolicy structure

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent segments the distribution network into multiple service tiers (first class service and second class service) with distinct policy sets. Each tier has its own advertising insertion policies, allowing the system to accommodate varying endpoint capabilities while maintaining manageable policy structures through hierarchical organization.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The system dynamically selects which policy set to apply based on the service tier of the content distributor and the capabilities of the endpoint device. This dynamic policy selection enables adaptability to different capabilities while keeping the overall policy framework structured and manageable through automated tier-based routing.

Inventive Principle:

Principle #15Dynamics

2Adaptability or versatility

If advertising functionality is simplified for broad device support, then compatibility across endpoint devices improves, but richer advertising functionality cannot be delivered to capable devices

Engineering Contradiction:

Improvedevice compatibilityVSAvoidadvertising functionality

Core Design Contradiction:

Adaptability or versatilityVSProductivity

Solution Approach 1:

The patent applies different advertising functionality levels to different service tiers and endpoint devices. First class service recipients receive rich advertising functionality with detailed targeting and insertion capabilities, while second class service recipients receive simplified advertising functionality. This local quality approach ensures each device receives appropriate functionality matching its capabilities.

Inventive Principle:

Principle #3Local quality

Solution Approach 2:

The system changes key parameters of advertising functionality based on service tier classification. Parameters such as ad insertion complexity, targeting granularity, and functionality richness are adjusted according to the endpoint device's capability tier, enabling broad compatibility while maximizing functionality for capable devices.

Inventive Principle:

Principle #35Parameter changes

3Area of stationary object

If content distributors with varying capabilities are supported, then market coverage expands, but policy management complexity increases

Engineering Contradiction:

Improvemarket footprintVSAvoidpolicy management

Core Design Contradiction:

Area of stationary objectVSDevice complexity

Solution Approach 1:

The patent segments content distributors into distinct service tiers based on their capabilities and contractual agreements. This segmentation allows the system to manage policies at the tier level rather than individually for each distributor, expanding market footprint while controlling policy management complexity through hierarchical abstraction.

Inventive Principle:

Principle #1Segmentation

Data Source

PatentUS11516523B2Signal policies and actions proxy for supporting tiers of service in addressable advertising

Publication Date: 2022.11.29 COMCAST CABLE COMM LLC

AI summary

Embodiments herein provide for inserting advertisements into content. In one embodiment, a method includes receiving a request for insertion of an advertisement into content from an endpoint device. The content is delivered to the endpoint device with advertising signaling in the content. The method also includes comparing policy information to advertising signaling information, in the request, of a content provider providing the content, identifying a tier of service (TOS) of the endpoint device, and determining whether the advertisement can be inserted into the content. If the advertisement can be inserted into the content, the advertisement is selected according to the TOS of the endpoint device and inserted into the content.