Targeted Ad Insertion via XLink URLs in Streaming Media
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Solution Overview
Problem
Current media streaming technologies face challenges in inserting targeted advertisements effectively, particularly in broadcast and multicast services, where advertisements cannot be selectively delivered based on user traits due to restrictions in file delivery and unidirectional transport sessions, limiting personalized ad delivery during live events.
Innovation Solution
The implementation of techniques that allow a dynamic adaptive streaming over HTTP (DASH) client and a multimedia broadcast multicast service (MBMS) client to select and insert targeted advertisements by using XML linking language (XLink) URLs, which enable the retrieval of advertisement media data based on user characteristics and preferences, even in restricted environments, such as those using Enhanced Multimedia Broadcast Multicast Service (eMBMS).
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If traditional broadcast or multicast protocols are used for advertisement delivery, then service coverage can be achieved, but selective delivery based on user traits cannot be implemented due to restrictions in file delivery and unidirectional transport sessions
Solution Approach 1:
The patent segments the advertisement delivery process into multiple independent components: (1) user trait data collection and processing, (2) advertisement group identification and selection, (3) XLink URL generation with substituted identifiers, and (4) targeted advertisement retrieval. This segmentation allows selective delivery functionality to be added without fundamentally changing the existing broadcast/multicast infrastructure, thereby reducing system complexity while improving adaptability.
Solution Approach 2:
The patent introduces an intermediary mechanism in the form of XLink URLs that act as mediators between the broadcast/multicast service and targeted advertisement delivery. The XLink URLs contain substituted identifier values that encode user-specific information, allowing the system to deliver selective advertisements through the existing unidirectional transport sessions without requiring bidirectional communication or complex user profiling infrastructure.
2Productivity
If targeted advertisements are inserted during live events, then user engagement and advertising effectiveness are enhanced, but real-time selection and insertion becomes computationally intensive
Solution Approach 1:
The patent applies preliminary action by pre-generating XLink URL templates with placeholder identifiers before the live event begins. During the event, only the identifier substitution and final URL generation steps are required, rather than performing full advertisement selection and retrieval processing in real-time. This significantly reduces processing time while maintaining the capability for targeted advertisement insertion during live events.
Data Source
AI summary
In one example, a method of retrieving media data includes, by a multimedia broadcast multicast service (MBMS) client of a client device: receiving advertisement media data of one or more advertisement groups, receiving an identifier value for one of the advertisement groups from a dynamic adaptive streaming over HTTP (DASH) client of the client device, extracting the advertisement media data of the advertisement group corresponding to the identifier value, and providing the extracted advertisement media data to the DASH client.