Pacing ad service with adjustable granularity

• US 8,925,002 B2
• Filed: 10/26/2012
• Issued: 12/30/2014
• Est. Priority Date: 10/26/2012
• Status: Active Grant

• Current Assignee: Hulu LLC (The Walt Disney Company)
• Original Assignee: Hulu LLC (The Walt Disney Company)
• Inventors: Mak, Wing Chit, Zhang, Tony T.
• Primary Examiner(s): DUFFIELD, JEREMY S
• Application Number:
  US13/662,161
• Publication Number:
  US 20140123173A1
• Time in Patent Office: 795 Days
• Field of Search: 725 32- 36
• US Class Current: 725/32
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• 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 21/44016 involving splicing one content stream with another content stream, e.g. for substituting a video clip
• CPC Class Codes: H04N 21/458 Scheduling content for creating a personalised stream, e.g. by combining a locally stored advertisement with an incoming stream; Updating operations, e.g. for OS modules ; time-related management operations arrangements for replacing or switching information during the broadcast or during the distribution H04H20/10
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 21/8455 involving pointers to the content, e.g. pointers to the I-frames of the video stream

Abstract

In a streaming video system with included video ad breaks, a pacing component allocates ads to particular ad breaks so as to pace the distribution of ads over a defined ad campaign period according to a pacing protocol using discrete time bins. A curve fitting algorithm may be used to provide increased or adjustable granularity of time bins used in the pacing protocol.

Claims

1. A method comprising:

dividing an ad campaign into a sequence of discrete time increments;

determining a measured total viewership number for a set of prior discrete time increments in the sequence of discrete time increments;

calculating a projected total viewership number for each of a set of future discrete time increments in the sequence of discrete time increments, the projected total viewership number being configured to vary for the set of future discrete time increments;

determining a first total viewership number at a first point for a first discrete time increment and a second total viewership number at a second point for the first discrete time increment, wherein the first point is a beginning point of the first discrete time increment and the second point is an ending point of the first discrete time increment;

adjusting a granularity of a number of subdivisions based on an anticipated number of available ad breaks per unit time;

subdividing the first discrete time increment in the set of future discrete time increments into the number of subdivisions;

fitting a curve to the measured total viewership per unit time for the set of prior discrete time increments and the projected total viewership number for each of the set of future discrete time increments based on the number of subdivisions, wherein the curve is scaled to fit to the first point and the second point in the first discrete time increment based on the number of subdivisions; and

allocating a set of purchased video advertisements included in the ad campaign to ad breaks included in one or more streaming videos over the first discrete time increment at a rate using an advertisement pacing module configured to allocate video advertisements throughout the first discrete time increment based on the curve without a time gap of not being configured to allocate video advertisements at an end of the first discrete time increment after allocation of the set of purchased video advertisements for the second total viewership number is reached.

2. The method of claim 1, wherein dividing the ad campaign comprises dividing a duration of the ad campaign into the sequence of discrete time increments.

3. The method of claim 2, wherein the sequence of discrete time increments comprises a sequence of hour increments.

4. The method of claim 1, wherein fitting comprises fitting the curve using a cubic spline.

5. The method of claim 1, wherein fitting comprises fitting the curve using a trigonometric function.

10. The method of claim 1, wherein the second total viewership number is based on at least one projected viewership number allocated to the set of future discrete time increments.

11. The method of claim 1, further comprising sending the streaming video with included ad breaks from a computer server.

12. The method of claim 1, further comprising sending the video advertising allocated to the included ad breaks based on the rate.

13. The method of claim 1, wherein the measured total viewership numbers for the set of prior discrete time increments are measured at the granularity equal to one of the discrete time increments.

14. The method of claim 1, wherein the projected total viewership numbers for the set of future discrete time increments are determined at the granularity equal to one of the discrete time increments.

6. An apparatus, comprising at least one processor configured for:

dividing an ad campaign into a sequence of discrete time increments;

determining a measured total viewership number for a set of prior discrete time increments in the sequence of discrete time increments;

calculating a projected total viewership number for each of a set of future discrete time increments in the sequence of discrete time increments, the projected total viewership number being configured to vary for the set of future discrete time increments;

determining a first total viewership number at a first point for a first discrete time increment and a second total viewership number at a second point for the first discrete time increment, wherein the first point is a beginning point of the first discrete time increment and the second point is an ending point of the first discrete time increment;

adjusting a granularity of a number of subdivisions based on an anticipated number of available ad breaks per unit time;

subdividing the first discrete time increment in the set of future discrete time increments into the number of subdivisions;

fitting a curve to the measured total viewership per unit time for the set of prior discrete time increments and the projected total viewership number for each of the set of future discrete time increments based on the number of subdivisions, wherein the curve is scaled to fit to the first point and the second point in the first discrete time increment based on the number of subdivisions; and

allocating a set of purchased video advertisements included in the ad campaign to ad breaks included in one or more streaming videos over the first discrete time increment at a rate using an advertisement pacing module configured to allocate video advertisements throughout the first discrete time increment based on the curve without a time gap of not being configured to allocate video advertisements at an end of the first discrete time increment after allocation of the set of purchased video advertisements for the second total viewership number is reached; and

a memory coupled to the at least one processor for storing data.

7. The apparatus of claim 6, wherein dividing the ad campaign comprises dividing a duration of the ad campaign into the sequence of discrete time increments.

8. The apparatus of claim 7, wherein the at least one processor is further configured for configuring the sequence of discrete time increments in hour increments.

15. The apparatus of claim 6, wherein fitting comprises fitting the curve using a cubic spline.

16. The apparatus of claim 6, wherein fitting comprises fitting the curve using a trigonometric function.

17. The apparatus of claim 6, wherein the second total viewership number is based on at least one projected viewership number allocated to the set of future discrete time increments.

18. The apparatus of claim 6, further comprising sending the streaming video with included ad breaks from a computer server.

19. The apparatus of claim 6, further comprising sending the video advertising allocated to the included ad breaks based on the rate.

20. The apparatus of claim 6, wherein the measured total viewership numbers for the set of prior discrete time increments are measured at the granularity equal to one of the discrete time increments.

21. The apparatus of claim 6, wherein the projected total viewership numbers for the set of future discrete time increments are determined at the granularity equal to one of the discrete time increments.

9. A computer program product, comprising:

a non-transitory computer-readable medium holding coded instructions, that when executed by a processor, cause a computer to perform the operations of;

dividing an ad campaign into a sequence of discrete time increments;

determining a measured total viewership number for a set of prior discrete time increments in the sequence of discrete time increments;

calculating a projected total viewership number for each of a set of future discrete time increments in the sequence of discrete time increments, the projected total viewership number being configured to vary for the set of future discrete time increments;

determining a first total viewership number at a first point for a first discrete time increment and a second total viewership number at a second point for the first discrete time increment, wherein the first point is a beginning point of the first discrete time increment and the second point is an ending point of the first discrete time increment;

adjusting a granularity of a number of subdivisions based on an anticipated number of available ad breaks per unit time;

subdividing a first discrete time increment in the set of future discrete time increments into the number of subdivisions;

fitting a curve to the measured total viewership per unit time for the set of prior discrete time increments and the projected total viewership number for each of the set of future discrete time increments based on the number of subdivisions, wherein the curve is scaled to fit to the first point and the second point in the first discrete time increment based on the number of subdivisions; and

allocating a set of purchased video advertisements included in the ad campaign to ad breaks included in one or more streaming videos over the first discrete time increment at a rate using an advertisement pacing module configured to allocate video advertisements throughout the first discrete time increment based on the curve without a time gap of not being configured to allocate video advertisements at an end of the first discrete time increment after allocation of the set of purchased video advertisements for the second total viewership number is reached.