Video Version Segmentation for Ad Inventory and Rating Measurement
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Solution Overview
Problem
Traditional satellite and cable providers face challenges in managing video content versions with baked-in advertisements, as they need to replace original episodes or movies with new versions after a certain period to accommodate different ad inventory, which complicates rating measurements and user experience.
Innovation Solution
A system and method for providing a ratings version and a dynamic ad version of a video, where the computing device filters and serves videos based on elapsed time since broadcast, offering a version with embedded ads for rating measurement and a clean version without ads for later playback, allowing real-time ad insertion and user-specific ad experiences.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If a new long form version with generic promo inventory replaces the original version after 4 days, then ad inventory flexibility is improved, but version management complexity increases
Solution Approach 1:
The video content is segmented into two distinct versions: a ratings version with original ad breaks for measurement purposes, and a dynamic ad version with generic promo inventory for flexible ad delivery. This segmentation allows independent management of each version's ad inventory without affecting the other.
Solution Approach 2:
The ad breaks are extracted from the core video content and handled separately through ad insertion technology. This allows the video content itself to remain unchanged while enabling dynamic ad inventory management through separate ad servers and insertion points.
2Adaptability or versatility
If original versions are replaced with new versions to accommodate different ad inventory, then ad delivery flexibility is improved, but rating measurement accuracy deteriorates
Solution Approach 1:
The system segments video delivery into two pathways: ratings version delivery for accurate measurement and dynamic ad version delivery for flexible ad insertion. Ratings are measured on the original ratings version while dynamic ads are delivered on the separate dynamic ad version, eliminating interference between measurement and delivery.
Solution Approach 2:
An ad insertion server acts as an intermediary between the video content and ad inventory. It receives the ratings version, inserts dynamic ads at designated break points, and delivers the modified version to users, while preserving the original ratings version for measurement purposes.
3Ease of operation
If multiple video versions are maintained for different ad inventories, then user experience is improved through personalized ads, but system complexity increases
Solution Approach 1:
The dynamic ad version serves multiple functions: it provides generic promo inventory for users who have not viewed the content recently, and can be customized with user-specific ads based on viewing history and preferences. This multi-functionality reduces the need for separate versions for different user segments.
Solution Approach 2:
The ad inventory in the dynamic ad version is dynamically adjusted based on user behavior, viewing history, and time elapsed since first broadcast. The system transitions from static generic promos to dynamic personalized ads as users interact with the content over time.
Data Source
AI summary
There are provided systems and methods for providing a ratings version and a dynamic ad version of a video using a system having a non-transitory memory and a hardware processor. In an exemplary system, the hardware processor executes an executable code stored in the memory to receive a request for a video over a network, determine a time elapsed since a first broadcast of the video, provide a ratings version of the video over the network for display on the display device if the time elapsed since the first broadcast of the video is not greater than a threshold, and provide a dynamic ad version of the video over the network for display on a display device if the time elapsed since the first broadcast of the video is greater than the threshold.