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

• US 9,749,711 B2
• Filed: 03/02/2016
• Issued: 08/29/2017
• 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, Skarphedinn
• Primary Examiner(s): Rashid, Harunur
• Application Number:
  US15/059,062
• Publication Number:
  US 20160182970A1
• Time in Patent Office: 545 Days
• Field of Search: 705 144, 705 1472, 705 1473, 705 1449, 709245, 709244
• 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 located at first geographic coordinates, the media content server comprising:

a memory including a plurality of online media contents for online access, including a first online media content having a first sequential segment and a second sequential segment;

a hardware processor configured to;

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

obtain the first geographic coordinates of the client;

determine a location of the client based on the first geographic coordinates;

obtain a geographic area of the client based on the location;

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

receive an excluded ad category from a national ad server;

request a local advertisement from the associated local advertisement server, wherein the request for the local advertisement includes the excluded ad category directing the associated local advertisement server not to select the local advertisement from the excluded ad category, wherein the excluded ad category prevents the associated local advertisement server from selecting an industry competitor ad in a same category as the excluded ad category;

provide the first sequential segment to the client;

provide the local advertisement to the client after providing the first sequential segment; and

provide the second sequential segment to the client after providing the local advertisement.

2. The media content server of claim 1, wherein the first geographic coordinates include longitude and latitude.

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 located at first geographic coordinates, 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 having a first sequential segment and a second sequential segment, the method comprising:

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

obtaining, using the hardware processor, the first geographic coordinates of the client;

determining, using the hardware processor, a location of the client based on the first geographic coordinates;

obtaining, using the hardware processor, a geographic area of the client based on the location;

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

receiving, using the hardware processor, an excluded ad category from a national ad server;

requesting, using the hardware processor, a local advertisement from the associated local advertisement server, wherein the request for the local advertisement includes the excluded ad category directing the associated local advertisement server not to select the local advertisement from the excluded ad category, wherein the excluded ad category prevents the associated local advertisement server from selecting an industry competitor ad in a same category as the excluded ad category;

providing, using the hardware processor, the first sequential segment to the client;

providing, using the hardware processor, the local advertisement to the client after providing the first sequential segment; and

providing, using the hardware processor, the second sequential segment to the client after providing the local advertisement.

7. The method of claim 6, wherein the first geographic coordinates include longitude and latitude.

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.