Advertising Management System for Digital Video Streams

• US 20070157231A1
• Filed: 02/12/2007
• Published: 07/05/2007
• Est. Priority Date: 04/20/1999
• Status: Active Grant

• Current Assignee: Prime Research Alliance E, LLC
• Original Assignee: Prime Research Alliance E., Inc.
• Inventors: Flickinger, Gregory, Eldering, Charles, Hamilton, Jeffrey
• Granted Patent: US 7,984,466 B2
• Time in Patent Office: Days
• US Class Current: 725/35
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04H 20/103 Transmitter-side switching
• CPC Class Codes: H04H 60/06 Arrangements for scheduling broadcast services or broadcast-related services
• CPC Class Codes: H04H 60/375 Commercial
• CPC Class Codes: H04H 60/66 for using the result on distributors' side
• CPC Class Codes: H04N 21/2365 Multiplexing of several video streams
• CPC Class Codes: H04N 21/4331 Caching operations, e.g. of an advertisement for later insertion during playback
• CPC Class Codes: H04N 21/4347 Demultiplexing of several video streams
• CPC Class Codes: H04N 21/4532 involving end-user characteristics, e.g. viewer profile, preferences monitoring of user activities for profile generation for accessing a video database G06F16/739; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 7/163 by receiver means only

Abstract

A method and apparatus for the managing advertisements in a digital environment, including methods for selecting suitable advertising based on subscriber profiles, and substituting advertisements in a program stream with targeted advertisements. The Ad Management System (AMS) 100 of the present invention manages the sales and insertion of digital video advertisements in cable television, switched digital video, and streaming video (Internet) based environments. The AMS 100 provides advertisers an ability to describe their advertisements (ads) in terms of target market demographics, required ad bandwidth, ad duration, and other ad specific parameters. The AMS 100 receives the ad descriptions that include some or all of the aforementioned parameters, and matches the ads to the advertising opportunities (“avails”) available in the programming stream. The AMS 100 tracks different avails including duration and bandwidth of the avail, and uses a number of schemes to determine if the ad can be placed in the avail. The advertisements may be transported over an in-band advertising channel or over an out-of-band advertisement channel. At the multiplexing end, the ads may be multiplexed in one or more program streams synchronously, plesiochronously, or asynchronously. In either case, a dynamic linking process is used to insert the selected advertisements in the program streams.

Claims

1. A method of managing advertisements in a digital program stream, the method comprising:

(a) obtaining a characterization of one or more advertisements based on characterization data supplied by an advertiser, wherein the characterization data facilitates targeting each of the advertisements to a subscriber;

(b) recognizing one or more avails in the digital program stream for insertion of one of the advertisements;

(c) requesting a selection of the one or more advertisements for insertion into at least one of the avails;

(d) identifying at least one of the advertisements for insertion into the at least one avail prior to the inserting of the advertisement into the digital program stream based in part on the characterization data from step (a) and a characterization of the at least one avail; and

(e) returning the selection of the at least one advertisement for insertion into the at least one avail.

2. The method of claim 1, further comprising:

(f) receiving the at least one advertisement from a storage medium; and

(g) inserting the at least one advertisement into the corresponding at least one avail using an ad insertion module prior to transmitting the digital program stream including the at least one advertisement to the subscriber.

3. The method of claim 2, further comprising:

(h) for each advertisement inserted into the digital program stream, receiving a number of subscribers viewing the inserted advertisement.

4. The method of claim 3, wherein the number of subscribers is received from a switched digital video system.

5. The method of claim 3, wherein the number of subscribers is determined in a cable network using a return path data modem.

6. The method of claim 1, wherein the digital program stream including the at least one advertisement is transmitted over the internet.

7. The method of claim 1, wherein the digital program stream including the at least one advertisement is transmitted over a wireless network.

8. The method of claim 1, wherein the characterization data is supplied by the advertiser using a advertiser interface.

9. The method of claim 8, wherein the advertiser interface is included in a web browser.

10. The method of claim 1, wherein a correlation value is calculated from the parameters for targeting each advertisement and the characterization of the at least one avail obtained from an avail characterization module.

11. The method of claim 10, wherein the at least one advertisement is matched with the at least one avail based on the at least one advertisement receiving the highest correlation value with the at least one avail.

12. The method of claim 2, wherein the storage medium is a database maintained by the advertiser.

13. The method of claim 2, wherein the storage medium is external to the ad insertion module.

14. The method of claim 2, wherein the storage medium is contained in an ad insertion module.

15. The method of claim 1, wherein the characteristics of the avails are provided by a content provider using an avail opportunities module

16. The method of claim 1, wherein the characterization data is used to form an ad characterization vector.

17. The method of claim 1, wherein the identifying of step (d) further comprises correlating the characterization data of the at least one advertisement with the characterization of the at least one avail.

18. The method of claim 1, wherein the identifying of step (d) further comprises correlation the characterization data of the at least one advertisement with a characterization of the subscribers.

19. A method of managing advertisements in a digital program stream, the method comprising:

(a) obtaining a characterization of one or more advertisements based on characterization data supplied by an advertiser;

(b) requesting a selection of one or more advertisements for insertion into at least one avail available in the digital program stream for insertion of one of the advertisements;

(c) identifying at least one of the advertisements for insertion into the at least one avail prior to the inserting of the at least one advertisement into the digital program stream; and

(d) returning the selection of the at least one advertisement for the insertion into the at least one avail.

20. The method of claim 19, further comprising:

(e) receiving the at least one advertisement from a storage medium; and

(f) inserting the at least one advertisement into the corresponding at least one avail using an ad insertion module prior to transmitting the digital program stream including the at least one advertisement to the subscriber.

21. The method of claim 20, further comprising:

(g) for each of the advertisements inserted into the digital program stream, receiving a number of subscribers viewing the inserted advertisement.

22. The method of claim 19, wherein the characterization data from step (a) facilitates targeting the at least one advertisement to a subscriber.

23. The method of claim 19, wherein the identifying of part (c) is based in part on the characterization data from step (a) and a characterization of the avail provided by a content provider.

24. The method of claim 19, wherein the characterization data is supplied by the advertiser using a advertiser interface.

25. The method of claim 24, wherein the advertiser interface is included in a web browser.

26. A system for managing the insertion of advertisements in a digital program stream, the system comprising:

an ad characterization module for obtaining a characterization of one or more advertisements based on characterization data supplied by an advertiser, wherein the characterization data facilitates targeting each advertisement to a subscriber;

a correlation module for computing a correlation value between the advertisements and an avail by comparing ad characterizations of the advertisements with a characterization of the avail; and

a sales/auctioning module for identifying at least one of the advertisements for insertion into at least one of the avails prior to the inserting of the at least one advertisement in the digital program stream based in part on the ad characterization data and a characterization of the at least one avail and returning the selection of the at least one advertisement for the insertion into the at least one avail.

27. The system of claim 26, further comprising:

an ad insertion module for receiving the at least one advertisement from a storage medium, and inserting the at least one advertisement into the at least one of avail prior to transmitting the digital program stream including the at least one advertisement to the subscriber.

28. The system of claim 26, further comprising

an avail opportunities module for receiving characteristics of the one or more avails in the digital program stream from a content provider.

29. The system of claim 27, wherein the storage medium is included in the ad insertion module.

30. The system of claim 27, wherein the storage medium is external to the ad insertion module.

31. The system of claim 26, wherein the digital program stream is transmitted over the Internet.

32. The system of claim 26, wherein the digital program stream is transmitted over a wireless network.

33. The system of claim 26, wherein the ad characterization module includes an advertiser interface used by the advertiser to supply the ad characterization data.