System and method for real-time location-based advertisement insertion into online content

• US 9,311,658 B2
• Filed: 05/01/2014
• Issued: 04/12/2016
• Est. Priority Date: 08/08/2008
• Status: Active Grant

• Current Assignee: Disney Enterprises Incorporated (The Walt Disney Company)
• Original Assignee: Disney Enterprises Incorporated (The Walt Disney Company)
• Inventors: Sidi, Ariff, Hedinsson, Skarpi
• Primary Examiner(s): Rashid, Harunur
• Application Number:
  US14/267,056
• Publication Number:
  US 20140236729A1
• Time in Patent Office: 712 Days
• Field of Search: 705/14.4, 705/14.72, 705/14.73, 705/14.49
• US Class Current: 1/1
• CPC Class Codes: G06F 15/16 Combinations of two or more digital computers each having at least an arithmetic unit, a program unit and a register, e.g. for a simultaneous processing of several programs coordinating program control therefor G06F9/52; in regulating and control system G05B
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G11B 27/10 Indexing; Addressing; Timing or synchronising; Measuring tape travel
• CPC Class Codes: H04N 21/4524 involving the geographical location of the client retrieval from the Internet by querying based on geographical locations G06F16/9537; systems specially adapted for using geographical information in broadcast systems H04H60/70; protocols in which the network application is adapted for the location of the user terminal in communication control or processing H04L67/52; services making use of the location of users or terminals in wireless networks H04W4/02; locating users or terminals in wireless networks H04W64/00
• 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

Abstract

There is provided a media content server for inserting a location-based advertisement into an online media content. The media content server comprises a memory including an online media content for online access; a processor configured to receive a request from a client for the online media content; determine an IP address of the client based on the request; map the IP address to a local advertisement server serving an area corresponding to the IP address; request a local advertisement from the local advertisement server; provide the local advertisement to the client; and provide the online media content from the memory to the client. The online media content has a first and second sequential segments, and the local advertisement may be provided to the client after the first segment is provided and before the second segment is provided.

Claims

1. A media content server for inserting a location-based advertisement into an online media content to be provided to a client having an Internet Protocol (IP) address, the IP address being in a geographic IP database mapping a plurality of IP addresses to corresponding geographic areas, the media content server comprising:

a memory including a plurality of online media contents for online access, including a first online media content;

a hardware processor configured to;

receive a request from the client for the first online media content;

determine the IP address of the client based on the request;

map the IP address to a first geographic area by using the geographic IP database;

obtain a second geographic area of the client from a client database having a location information of the client;

determine an accurate geographic area based on the first geographic area and the second geographic area;

associate the accurate geographic area to a local advertisement server serving the accurate geographic area by using a local advertisement server database mapping a plurality of geographic areas to corresponding local advertisement servers serving each of the geographic areas;

request a local advertisement from the associated local advertisement server, wherein the request for the local advertisement includes an excluded ad category directing the associated local advertisement server not to select the local advertisement from the excluded ad category;

provide the local advertisement to the client; and

provide the first online media content to the client.

2. The media content server of claim 1, wherein the first online media content has first and second sequential segments, and wherein the requested local advertisement is provided to the client after the first sequential segment is provided and before the second sequential segment is provided.

3. The media content server of claim 1, wherein the local advertisement is provided concurrently with the first online media content.

4. The media content server of claim 1, wherein the first online media content is streaming video.

5. The media content server of claim 1, wherein the first online media content is streaming audio.

6. A method for use by a media content server for inserting a location-based advertisement into an online media content to be provided to a client having an Internet Protocol (IP) address, the IP address being in a geographic IP database mapping a plurality of IP addresses to corresponding geographic areas, the media content server including a hardware processor and a memory having a plurality of online media contents for online access including a first online media content, the method comprising:

receiving, using the hardware processor, a request from the client for the first online media content;

determining, using the hardware processor, the IP address of the client based on the request;

mapping, using the hardware processor, the IP address to a first geographic area by using the geographic IP database;

obtaining, using the hardware processor, a second geographic area of the client from a client database having a location information of the client;

determining, using the hardware processor, an accurate geographic area based on the first geographic area and the second geographic area;

associating the accurate geographic area to a local advertisement server serving the accurate geographic area by using a local advertisement server database mapping a plurality of geographic areas to corresponding local advertisement servers serving each of the geographic areas;

requesting, using the hardware processor, a local advertisement from the associated local advertisement server, wherein the requesting of the local advertisement includes an excluded ad category directing the associated local advertisement server not to select the local advertisement from the excluded ad category;

providing, using the hardware processor, the local advertisement to the client; and

providing, using the hardware processor, the first online media content to the client.

7. The method of claim 6, wherein the first online media content has a first and second sequential segments, and wherein the requested local advertisement is provided to the client after the first segment is provided and before the second segment is provided.

8. The method of claim 6, wherein the local advertisement is provided concurrently with the first online media content.

9. The method of claim 6, wherein the first online media content is streaming video.

10. The method of claim 6, wherein the first online media content is streaming audio.