System and method of server-side ad insertion for over the top (OTT) streams

• US 10,469,882 B2
• Filed: 04/09/2018
• Issued: 11/05/2019
• Est. Priority Date: 04/09/2018
• Status: Active Grant

• Current Assignee: M/S. Amagi Media Labs Pvt. Ltd.
• Original Assignee: M/S. Amagi Media Labs Pvt. Ltd.
• Inventors: Pathak, Abhijit Chandrashekhar, Korukonda, Suraj, Shivarama, Keerthan Kedumpadi
• Primary Examiner(s): Huerta, Alexander Q
• Application Number:
  US15/947,941
• Publication Number:
  US 20190313135A1
• Time in Patent Office: 575 Days
• Field of Search: None
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04N 21/23424 involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
• CPC Class Codes: H04N 21/26258 for generating a list of items to be played back in a given order, e.g. playlist, or scheduling item distribution according to such list retrieval of multimedia data based on playlists G06F16/40
• CPC Class Codes: H04N 21/44016 involving splicing one content stream with another content stream, e.g. for substituting a video clip
• CPC Class Codes: H04N 21/4622 Retrieving content or additional data from different sources, e.g. from a broadcast channel and the Internet web site content organization and management for information retrieval from the Internet G06F16/958; transmission by internet of broadcast information H04H60/82; stock exchange data over packet-switching network H04L12/1804; push services including data channel over packet-switching network H04L12/1859
• CPC Class Codes: H04N 21/643 Communication protocols network streaming protocols, e.g. real-time transport protocol [RTP] or real-time control protocol [RTCP], H04L65/65
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 21/8456 by decomposing the content in the time domain, e.g. in time segments
• CPC Class Codes: H04N 21/8586 by using a URL processing chained hypermedia data for information retrieval G06F16/94; information retrieval from the Internet by using URLs G06F16/955; URL in broadcast information H04H20/93; Web-based protocols H04L67/02

Abstract

A scalable, multi-platform, seamless Server-side Ad-Insertion system and method with a single stream input and output having an Advertisement Detector and Playlist Instrumenter (ADPI) which puts out Advertisement Break position and duration for an Advertisement Replacement System (ARS) and a Common Instrumented Playlist (CIP) for the users, a Load Switch to balance the ADPI and ARS loads when they need to scale according to user-demand, and a plurality of users on a plurality of devices and platforms communicating with the ARS. The ARS communicates with the Advertisement Server to enable fetching advertisements for every user and reports successful advertisement playback. The CIP contains a list of URLs having Beacon redirections which are added periodically to indicate user presence to the ARS and content URLs. ServeAd redirections is added to the ARS only during advertisement break so that ARS can replace in-stream advertisements.

Claims

1. A scalable, multi-platform, seamless Server-side Ad-Insertion (SSAI) system with a single stream input and output having (a) a Stream Playout (202), (b) an Advertisement Detector and Playlist Instrumenter (ADPI) (204), (c) a Load Switch (210), (d) an Advertisement Replacement System (ARS) (211), (e) an Advertisement Server (212), (f) a plurality of users (216a-c), and (g) one or more third parties (215) wherein:

a) an adaptive input stream (201) having content and advertisement triggers is sent;

b) the ADPI (204) puts out Advertisement Break position and duration (206) for the ARS (211) and a Common Instrumented Playlist (CIP) (205) for the users (216a-c) wherein;

i) the CIP (205) contains a list of URLs which includes content URLs, Beacon redirections (208) and ServeAd redirections (209);

ii) the Beacon redirections (208) is added periodically in the CIP (205) so that the users often reach out to the ARS (211) to mark presence of the users;

iii) the ServeAd redirections are added to the ARS (211) only during an advertisement break so that the ARS (211) can replace in-stream advertisements;

iv) the ADPI (204) looks for different types of advertisement cues in input manifest and Content Segments (203), and sends detected cues to the Advertisement Replacement System (ARS) (211) as the Advertisement Break position and duration (206);

v) the Advertisement Break position and duration (206) includes (a) Media sequence, (b) Presentation Timestamp (PTS) in Media segment where the advertisement Audio/Video (A/V) begins or ends, (c) duration, and (d) cue type; and

vi) the ADPI (204) chops detected advertisements into constant duration segments and add a matching number of ServeAd redirections in the CIP (205) with URL to a chopped segment as URL parameter, thus gives the flexibility to replace any detected advertisement with multiple combinations of unrelated advertisements;

c) the ADPI (204) and ARS (211) are load-balanced by the Load Switch (210) when they need to scale according to user-demand such that;

i) during the scaling process, the ARS (211) cannot serve the replacements or track users;

ii) when the ARS (211) starts scaling, it sends a signal to the ADPI (204) asking the ADPI (204) not to add the Beacons (208) or ServeAds redirections (209) in the CIP (205) for the duration of scaling; and

iii) post scaling the ARS (211) informs the ADPI (204) to start adding the Beacons (208) or ServeAd redirections (209) again;

d) the ARS (211) communicates with the Advertisement Server (212) to enable fetching advertisements (213) for every user and reports successful advertisement playback (214) wherein;

i) the ARS (211) receives periodic Beacon redirections (208) from the plurality of users (216a-c) as the users play the CIP (205);

ii) the ARS (211) tracks the users based on IP Address, User-Agent, Cookie or any other parameter made available, thus the ARS (211) knows active users playing the CIP (205) all the time;

iii) for each active user, for every break information (206) received from the ADPI (204), the ARS (211) requests advertisements (213) from the Advertisement Server (212);

iv) the Advertisement Server (212) responds with an acknowledgment message, said response includes an advertisement, if available with the Advertisement Server (212);

v) request Fetched advertisements (213) parameters sent to the Advertisement Server (212) includes duration, unique user identifier, IP Address and User-Agent representing the user request sent for;

vi) when the users reach out to the ARS (211) during the ServeAd redirections (209), said ARS (211) serves them the Fetched advertisements (213);

vii) the ARS (211) redirects users to replace advertisement segment if fetched, else use chopped original advertisement segments; and

viii) the ARS (211) reports Quartiles (214) for all users and all breaks, once the segment is downloaded by the user'"'"'s player;

e) a plurality of users (216a-c) on a plurality of devices and platforms communicate with the ARS (211) such that;

i) an output stream (207) sends the periodic Beacon redirections (208) to the ARS (211) for tracking the active users and sends the ServeAd redirections (209) that facilitates serving different advertisement per user to the ARS (211) for every segment of a detected advertisement;

ii) the user'"'"'s player fetches the unmodified Content Segments (203) from the Stream P layout (202);

iii) the user'"'"'s player requests advertisement segment as per the CIP (205) from the ARS (211) based on the ServeAd redirections (209); and

f) third parties (215) are Stream Playout and Advertisement Server(s).

2. The system of claim 1 wherein the adaptive input stream (201) carries content and advertisement cues, where cue information:

a) may be blended in Audio and Video;

b) a separate metadata stream with cue information or could be in-stream manifest; and

c) cues may be SCTE35 standard, DTMF standard tones and non-standard system watermark.

3. The system of claim 1 wherein the Advertisement Replacement System (ARS) further comprises (a) a Replacement Advertisement Builder (RAB) (305), (b) a User Tracker server (UTS) (306), (c) an Advertisement Transcoder (311), (d) a Replacement Content Server (RCS) (315), (e) a Quartile Reporter (316), (f) a Trans-coded content store (319), and (g) Load Switch (320) wherein:

a) the Replacement Advertisement Builder (RAB) (305);

i) receives frame accurate information about detected advertisement break from the ADPI (302) in the form of Advertisement Break position and duration (304);

ii) receives a list of active users (307) from the User Tracker Server (UTS) (306);

iii) fetches advertisements for all active users, covered by Advertisement Request and Response (310) and transcodes advertisements with the help of the Advertisement Transcoder (311);

iv) sends transcoding requests (312) for every unique advertisement received from the Advertisement Server (309); and

v) maintains replacement advertisement mapping per active user, per detected advertisement segment, such that the mapping format is {media sequence (351), stream-Id (352), user-Id (353), replaced segment (354), reporting URLs (355)};

b) users (322) play CIP (303) and periodically reach out to the User Tracker Server (UTS) (306) which further;

i) tracks the users uniquely based on Cookie or by User-Agent, IP Address and or by any other identifier like device-Id provided by the Player Application; and

ii) redirects the users (322) back to content segment received as URL parameter in Beacon redirections (308);

c) the Advertisement Transcoder (311) further;

i) receives advertisement transcoding requests (312) from the RAB (305);

ii) performs format conversion of received advertisements from the Advertisement Server (309) to match quality attributes of the adaptive input stream (301) played by Stream Playout (300); and

iii) chunks received advertisements into segments of duration matching chopped input advertisement segments;

d) the users (devices of end users) (322) play the CIP (303) and reach out to the Replacement Content Server (RCS) (315) during an advertisement break, said RCS (315) fetches replacement mapping 313 for a ServeAd request when the ServeAd redirections (314) reaches the RCS (315) and notifies the Quartile Reporter (316) to Report Quartiles (318) for downloaded advertisement segment with reporting URL (317);

e) the Quartile Reporter (316) does Quartile reporting once it receives advertisement segment download confirmation and reporting URL (317) from the RCS (315) which is done for all Quartiles, for all replacement advertisements, for all breaks, and for all users;

f) the Trans-coded Content Store (319) stores the output of the Advertisement Transcoder (311) that transcodes advertisement in A/V format matching input stream A/V characteristics; and

g) the Load Switch (320) is a switch to stop insertion of ServeAd and Beacon redirections when the ARS has exceeded its capacity to serve replacement advertisements, said Load Switch (320) is instructed to start insertion of ServeAd and Beacon redirections again when the ARS is reconfigured to meet higher demand.

4. The system of claim 1 wherein the Advertisement Detector and Playlist Instrumenter (ADPI) further comprises (a) a Stream Receiver, Parser, and Decoder (402), (b) a Cue Detector (404), (c) a Break Aggregator (406), (d) a Boundary Annealer and Segmenter (407), (e) a Segment Store (408), (f) a Playlist Builder (409), and (g) a Playlist Server (410) wherein:

a) the Stream Receiver, Parser, and Decoder (402), further comprises;

i) a Stream Receiver that handles authentication and authorization schemes as applicable and hands over a playlist variant stream to a Parser;

ii) the Parser parses chosen playlist variant, downloads each segment;

iii) the Decoder does content decryption if adaptive input stream (401) is DRM protected; and

iv) the Stream Receiver, Parser, and Decoder (402) hands over downloaded segment (403) along with header information to the Cue Detector (404);

b) the Cue Detector (404) further;

i) receives the downloaded segment (403) along with the header information in input stream variant, the cue information may be available as an encoded header in playlist variant just above segment URL or in a Content Segment; and

ii) looks for advertisement cues, in headers or Content Segment, the cue information (405) is passed on to the Break Aggregator (406);

c) the Break Aggregator (406) aggregates smaller breaks into a larger break, to facilitate larger choice for a replacement, also it breaks very large advertisement breaks into reasonable size chunks wherein break information is conveyed in the format, {Splice PTS, Break Type, Media Index, duration} wherein;

i) splice PTS is frame accurate position in Audio/Video (A/V) segment expressed as Timestamp;

ii) break Type indicates start or end of an Advertisement Break;

iii) media Index is segment number in the variant playlist, where change was noticed;

iv) duration is not always available more so for Live input streams {0x12345678, begin, 48}, {0x5aibaba, end, 53}, which means advertisement break started at splice PTS of 0x12345678 in segment 48, ended at 0x5aibaba in segment 53; and

v) media index and PTS values are maintained cross-referenceable across playlist variants;

d) the Boundary Annealer and Segmenter (407) further;

i) re-encodes a portion of content via the Annealer when the content-advertisement boundary is in within a segment and serves them separately; and

ii) the Segmenter chops detected input advertisement segments into fixed size smaller duration chunks, store them in the Segment Store (408), this chopping helps during advertisement replacement, as every chopped segment could be a replacement advertisement;

e) the Segment Store (408) has chopped input advertisement segment by the Boundary Annealer and Segmenter (407), these segments shall be part of output playlist CIP (411a), replacement advertisement will be served instead of these segments or will be served as is if no replacement is available;

f) the Playlist Builder (409) builds a playlist with periodic redirection to the User Tracker Server (306) (UTS), a subsystem of the ARS (414) called Beacon redirections and redirections to the Replacement Content Server (315) (RCS), a subsystem of the ARS (414) called as ServeAd redirections along with Content Segments;

g) the Playlist Builder (409) adds ServeAd redirections only during advertisement break, said ServeAd redirections carry chopped input advertisement segments stored in the Segment Store (408) as URL parameters;

h) the CIP (411b) includes discontinuity markers before and after every ServeAd redirection, Playlist is represented by CIP (411a); and

i) the Playlist Server (410) serves the CIP (411a) built by the Playlist Builder (409) to all users (415), said Playlist Server (410) is a typical HTTP server configured for the SSAI.

5. The system of claim 1 wherein the Common Instrumented Playlist (CIP) (411b) is communication between users (415) and the ADPI (204), built by the Playlist Builder (409), such that:

a) CIP comprises of Content Segments, Beacon redirections, ServeAd redirections only during advertisement break;

b) the Playlist Builder (409) includes discontinuity markers before and after every ServeAd redirections in the CIP (411b);

c) the users play the CIP (411b) and thus periodically reach out to the UTS (306) due to the Beacon redirections in the CIP, this helps the UTS (306) to track every user;

d) beacon redirections have redirection URL as a parameter, the UTS (306) redirects the user back to this URL after marking his presence;

e) the users while playing the CIP (411b) and reach out to the RCS (315) during advertisement break; and

f) the RCS (315) redirects the users to replacement advertisement(s) or input chopped advertisement segment(s) stored in the Segment Store (408).

6. The system of claim 1 wherein the ARS (414) receives information from the ADPI in the format {Splice PTS, Break Type, Media Index, duration} wherein:

a) splice PTS is frame accurate position in Audio/Video (A/V) segment expressed as Timestamp, Break Type indicates start or end of an Advertisement Break, Media Index is segment number in a variant playlist, where change was noticed, the duration is not always available more so for Live input streams;

b) the media index and PTS values are same and can be cross-referenced across variants, said message format look similar to communication between the Cue Detector (404) and Break Aggregator (406), this is because of the Break Aggregator (406) aggregates break; and

c) these aggregated breaks are communicated to the ARS (414) by the Playlist Builder (409).

7. The system of claim 1 wherein the Load Switch (413):

a) actively commands the Playlist Builder (409) to stop inserting Beacons and ServeAds into the playlist when the ARS (414) is overloaded; and

b) instructs the Playlist Builder (409) to start insertion of ServeAds and Beacons again when the load is reduced or when the ARS (414) is scaled to handle a higher load.

8. The system of claim 1 further comprising Re-timestamping on the Fly having (a) a Stream Playout (500), (b) an adaptive input stream (501), (c) an Advertisement Detector and Playlist Instrumenter (ADPI) (502), (d) Common Instrumented Playlist (CIP) (503), (510) (e) Content Segments (504), (f) Beacon redirections (505a), (505b) (g) Advertisement Break position and duration (506), (h) ServeAd redirections (507a), (507b), (i) Consumer Electronics (CE) devices (508a), (508b), (j) an Advertisement Replacement System (ARS) (509), (k) an Advertisement Server (511), (l) Fetching Advertisements (512), (m) Report Quartiles (513), (n) a Load Switch (514), (o) a Re-timestamp on the Fly module (RTF) (515), (p) re-timestamp request (516), (q) Re-timestamped advertisement segments (517) and (r) Third parties (518), wherein:

a) the SSAI publishes two different CIP playlist(s), CIP (509) to support non-TBD devices and CIP (503) as usual for TBD supporting devices, and the Common Instrumented Playlist CIP (Non-TBD) (510) removes discontinuity tags in the playlist so that the Player is informed that the content is continuous in time order;

b) for every advertisement segment URL in the CIP (510), PTS-2-RTS (PTS to Re-Time-Stamp) is added as URL parameter, the PTS value is the start PTS of the corresponding input advertisement segment detected;

c) the ADPI (502) is enhanced to publish two different CIP(s), the CIP (503) to cater to all devices supporting in-stream discontinuity indicator in the playlist(s) and the CIP (510) to support devices which do not support discontinuity in the playlist;

d) the ARS (509) needs a small enhancement, when the ARS (509) receives the ServeAd redirections (507b) with PTS-2-RTS parameter as per the CIP (510), said ARS (509) retrieves the replacement advertisement and re-timestamps advertisement segment (517) before serving to the user with the help of the Re-timestamp on the Fly module (RTF) and the ARS (509) redirects the replacement URL to the RTF (515) to re-timestamp replaced advertisement segments and serve;

e) the Re-timestamp on the Fly module (RTF) (515) re-timestamps the replacement segment received from the ARS (509) as per PTS-2-RTS parameter and serves to the user;

f) the Beacon redirections (505b) are same as the Beacon redirections (505a), there is no impact on user tracking behavior, because of the re-timestamping;

g) the ServeAd redirections (507b) in the CIP non-TBD (510) continue to redirect to the ARS (509);

h) the Re-timestamped advertisement segments (517) are re-timestamped advertisement segment as per PTS-2-RTS URL for which the request to re-timestamp (516) is received; and

i) the third parties (518) like Stream Playout (500) produces adaptive input stream, and the Advertisement Server (511) serves advertisements when requested by ARS (509).

9. A scalable, multi-platform, seamless Server-side Ad-Insertion (SSAI) method with a single stream input and output having (a) Stream Playout (600), (b) a Stream Receiver, Parser and Decoder (602), (c) a plurality of users (605), (d) a Cue Detector (606), (e) a Break Aggregator (608), (f) a Boundary Annealer and Segmenter (610), (g) a Segment Store (611), (h) a Playlist Builder and Server (613), (i) a Load Switch (615), (j) a User Tracker Server (UTS) (616), (k) a Replacement Advertisement Builder (RAB) (619), (I) an Advertisement Transcoder (620), (m) a Replacement Content Server (RCS) (622), (n) an Advertisement Server (625), and (o) a Quartile Reporter (626), comprising the steps of:

a) advertisement Detection and Playlist Instrumentation (ADPI) (650) further comprising the steps of;

i) starting the process with the Stream Receiver, Parser and Decoder (602) taking an authenticated input stream (601) from the Stream P layout (600);

ii) handling authentication and authorization schemes as applicable by the Stream Receiver and passing over a playlist variant stream to the Parser for parsing and downloading each segment;

iii) decrypting the content by the Decoder if the adaptive input stream (601) is DRM protected;

iv) receiving the stream segment along with header information (603) by the Cue Detector (606) and looking for advertisement cues in headers or in Content Segments (604) and passing the cue information to the Break Aggregator (608) for conveying the break information (607) in the following format, {Splice PTS, Break Type, Media Index, duration wherein;

A) splice PTS indicates precise Presentation Time Stamp (PTS) where content is switched to an advertisement, the PTS is a reference to audio and video frame where the content has stopped, and an advertisement started;

B) break Type indicates start or end of an Advertisement Break;

C) media Index is segment number in a variant playlist, where change was noticed;

D) duration is not always available more so for Live input streams {0x12345678, begin, 48}, {0x5aibaba, end, 53} which means advertisement break started at splice PTS of 0x12345678 in segment #48, ended at 0x5aibaba in segment 53; and

E) media index, PTS values are maintained cross-referenceable across playlist variants;

v) aggregating (609) smaller breaks into larger breaks by the Break Aggregator (608) to facilitate larger choice for a replacement, also breaking very large advertisement breaks into reasonable size chunks typically a multiple of 5 seconds, often 5, 10, 15, 20 or 30 seconds;

vi) re-encoding a portion of the content by the Boundary Annealer in the Boundary Annealer and Segmenter (610) when the content-advertisement boundary is within a segment and serving them separately;

vii) chopping media segments into smaller chunks by a Segmenter present within the Boundary Annealer and Segmenter (610) and storing them in the Segment Store (611) and serving, thus imparting higher flexibility during advertisement replacement; and

viii) the Playlist Builder and Server (613) builds output playlist (614) with periodic redirections to the UTS (616) called Beacons, these are used to track users, said output playlist (614) also includes redirections to the RCS (622) only during advertisement break with URL parameters referring to chopped input advertisement which are stored in the Segment Store (611) called ServeAd redirections;

b) advertisement Replacement (ARS) (660) further comprising the steps of;

i) playing the output playlist (614) by the end-users in playing devices (605), said output playlist (614) comprises periodic redirections in the form of Beacon redirections (617) which is utilized by the User Tracker Server (UTS) (616) for tracking users and ServeAd redirections (624) that helps the Replacement Content Server (RCS) (622) for replacing advertisement segments where the output playlist (614) is the communication between the users and the ADPI (650);

ii) conveying the Advertisement Break position and duration (618) every time to the Replacement Advertisement Builder (RAB) (619) by the Playlist Builder and Server (613), the format is like that between the Cue Detector (606) and Break Aggregator (608)

iii) communicating the aggregated breaks to the Advertisement Replacement System (RCS) (660) by the Playlist Builder and Server (613);

iv) receiving a list of active users (630) by the RAB (619) from the UTS (616), and Fetching advertisements (627) for all active users from the Advertisement Server (625);

v) transcoding the received advertisements (621) with the help of the Advertisement Transcoder (620);

vi) maintaining a mapping of replacement advertisement per active user, per detected advertisement segment (623) in the RAB (619) which is presented by the RCS (622) based on the ServeAd redirections (624); and

vii) reporting Quartiles (629) to the Quartile Reporter (626) by the RCS (622), once replacement segment is served for downloaded advertisement segment with reporting URL (628), this is done for all Quartiles for all the replacement advertisements, for all breaks, and for all users;

c) load Balancing wherein the Load Switch (615) commanding the Playlist Builder and Server (613) if there is overloading in the Advertisement Replacement System (ARS) (660), stopping to insert Beacons and ServeAds into the playlist further comprising the steps of;

i) reconfiguring the ARS (660) while the load is reduced or when the ARS (660) is scaled for handling a higher load; and

ii) instructing the Playlist Builder and Server (613) for inserting ServeAds and Beacons again.

10. The method of claim 9 for tracking users, further comprising of:

a) the users1 playing (700) the CIP which is the output of the ADPI, said ADPI inserts periodic redirections called Beacons in the playlist (701) for the User Tracker Server (UTS) (704) which is part of a subsystem of the ARS;

b) beacons redirect the users to the UTS (705);

c) the UTS identifies the users based on IP Address, Cookie, User-Agent, Stream-Id parameters and sets Cookie (706), (707), if supported by the CIP (700); and

d) the UTS redirects the user back to the Content Segment (708) post tracking activity;

e) the Player Application downloads segment stores Cookie if supported and plays segment (703); and

f) with the help of periodic and repeating Beacon redirections, the UTS (704) always know active users playing the CIP (702).

11. The method of claim 9 for load balancing wherein:

a) user Tracker Server (UTS) (711) always knows active users which the ARS is catering to, when the ARS has exceeded profiled capacity (712), the UTS instructs the Playlist Builder (714) to stop inserting Beacons and ServeAds into output playlist CIP;

b) when the Playlist Server stops inserting Beacons and ServeAd (713) into output playlist CIP, that makes the CIP equivalent to an input stream, thus the SSAI becomes a simple pass-through;

c) re-configuration to downscale or upscale the ARS to meet changing traffic conditions is done to handle the sudden change in the demand subsequently (715);

d) once reconfiguration is done (716), UTS (711) instructs Playlist Builder to start insertion of Beacon and ServeAds as in (718); and

e) this process continues as per change in Traffic patterns perpetually as shown by (717).

12. The method of claim 9 for ServeAd wherein:

a) the users (731) represented by Player Applications (732) play the CIP which is an output of the ADPI;

b) the ADPI inserts (734) redirections to the Replacement Content Server (RCS) (733) which is a sub-system of the ARS, for a duration of each advertisement break, detected for every chopped input advertisement segment; and

c) the RCS serves replacement advertisement such that message sequence between the Player Application (731), RCS (733) and RAB (740) include;

i) HTTP GET request (734) from the Player is responded with HTTP 3XX response (737) redirecting the Player to either replacement advertisement segment (742) or chopped input advertisement segment (738);

ii) the Player continues to send GET requests (734) as per the CIP, which lasts until the advertisement break ends;

iii) the RCS retrieves users-Id for user either Cookie or based on IP or User-Agent (735), said RCS subsequently tries to get replaced advertisement segment (741) from the RAB (740);

iv) the RAB checks if an advertisement is fetched for this user (743), in case it is, the RAB sends back replacement advertisement segment (742) to the RCS else sends back empty response (744);

v) the users may not be served replacement advertisement as the user has just joined and hence no advertisement was fetched for him, or the Advertisement Server does not have advertisements when the ARS requests for a given user;

vi) based on the RAB'"'"'s response the RCS redirects the user to replacement advertisement segment (737) or chopped input advertisement segment (738);

vii) the Player Application will download and play replaced advertisement (736A) or a chopped input advertisement segment (736B) based on the response of the RCS; and

viii) this entire process continues for every advertisement break as in (739), while the user is playing the CIP which is the output of the SSAI, the Player Application does not know about this arrangement and does not need any change.

13. The method of claim 9 with re-timestamps on the fly further comprising the steps of:

a) user (751) represented by Player Applications playing the CIP non-TBD (752) as delivered by the ADPI, the CIP hosts ServeAd redirections for entire advertisement duration, these ServeAd segment URLs carry PTS-2-RTS parameter in addition to existing parameters chopped input advertisement segment URL (755);

b) the ARS retrieves replacement advertisement segment for users as (756);

c) the ARS redirects request (757) to the Re-timestamp on the Fly module (RTF) (754), said RTF (754) downloads received URL (758), re-timestamps (759) and uploads (760) to storage location (761);

d) re-timestamp on the Fly module (754) redirects the user subsequently to a re-timestamped segment (762), the users (751) subsequently downloads and play segment received via (762); and

e) the re-timestamping process needs to be repeated for every advertisement break, every segment to ensure playback on devices not supporting TBD (764).