LATE-BINDING OF ADVERTISEMENTS USING RDMA CONNECTIVITY

• US 20130227608A1
• Filed: 04/12/2013
• Published: 08/29/2013
• Est. Priority Date: 03/13/2007
• Status: Abandoned Application

• Current Assignee: Qurio Holdings Incorporated
• Original Assignee: Qurio Holdings Incorporated
• Inventors: Evans, Gregory Morgan, Issa, Alfredo C., Walsh, Richard J.
• Application Number:
  US13/861,680
• Publication Number:
  US 20130227608A1
• Time in Patent Office: Days
• US Class Current: 725/35
• 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 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

A system and method are provided for inserting customized or personalized advertisements into video content presented to a viewer. In general, the system includes an ad content server and a late-binding ad insertion system serving a number of client devices including a client device of the viewer. Utilizing Remote Direct Memory Access (RDMA), the late-binding ad insertion system obtains customized advertisements for the viewer from the ad content server. The late-binding ad insertion system then provides the video content having the customized advertisements inserted therein to the client device for presentation to the viewer.

Claims

1. A centralized scalable method for efficiently delivering advertisements to a plurality of ad insertion systems for substantially real-time late-binding to Internet Protocol television (IPTV) content comprising:

transmitting via a multicast communication channel to the plurality of ad insertion systems a memory map including a first advertisement category with first category metadata and a random access memory (RAM) disk location;

receiving a request to register with the multicast communication channel from one of the plurality of ad insertion systems;

completing a remote direct memory access (RDMA) transfer from an advertisement database to the RAM disk location a first advertisement including advertisement content, advertising metadata, and an advertisement ID;

receiving an RDMA transfer request for the RAM disk location from the one of the plurality of ad insertion systems;

transmitting the first advertisement from the RDMA requested RAM disk location to the one of the plurality of ad insertion systems;

receiving an acknowledgement from the one of the plurality of ad insertion systems, wherein the acknowledgement includes the advertisement ID and information indicating whether the first advertisement was viewed and the length of time that the first advertisement was viewed;

using the acknowledgement to determine whether to replace the first advertisement with a second advertisement in the RAM disk location matching the first advertisement category;

using the acknowledgement to determine whether to replace the first advertisement category with a second advertisement category in the RAM disk location; and

if the RAM disk location is updated to the second advertisement category, replacing the first category metadata in the multicast communication channel with second category metadata wherein the multicast communication channel allows a simultaneous update of the plurality of ad insertion systems.