# US 10,321,202 B2 · Customized variable television advertising generated from a television advertising template > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 10,321,202 B2 - Document ID: US10321202B2 - Status: Granted - Kind: B2 - Application number: 15/490,676 - Filed: 2017-04-18 - Published: 2017-08-03 - Granted: 2019-06-11 - Earliest claimed: 2010-02-09 - Assignees: Google Inc. - Applicants: Google LLC - Inventors: Simon M. Rowe; Alastair Peter William Maw; Nick Salvatore Arini; Iain Merrick; Ant Oztaskent; Yaroslav Volovich; Kyle Maddison; Andrew Gildfind; Raimundo Mirisola - Web page: https://patentgrep.com/patent/US10321202B2 ## CPC - H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)} - G06Q 30/00: Commerce - G06Q 30/0251: Targeted advertisements - H04N 21/233: Processing of audio elementary streams {(monitoring, identification or recognition of audio in broadcast systems H04H60/58)} - H04N 21/234: Processing of video elementary streams, e.g. splicing of video streams or manipulating encoded video stream scene graphs - H04N 21/23418: {involving operations for analysing video streams, e.g. detecting features or characteristics (television picture signal circuitry for scene change detection H04N5/147; filtering for image enhancement G06T5/00; methods or arrangements for recognising scenes G06V20/00; arrangements characterised by components specially adapted for monitoring, identification or recognition of video in broadcast systems H04H60/59)} - H04N 21/23424: {involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement} - H04N 21/25883: {being end-user demographical data, e.g. age, family status or address (arrangements for identifying locations of users in broadcast systems H04H60/52)} - H04N 21/266: Channel or content management, e.g. generation and management of keys and entitlement messages in a conditional access system, merging a VOD unicast channel into a multicast channel - H04N 21/2668: Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles {(information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063)} - H04N 21/44016: {involving splicing one content stream with another content stream, e.g. for substituting a video clip} - H04N 21/4821: {using a grid, e.g. sorted out by channel and broadcast time} - H04N 21/4828: {for searching programme descriptors (retrieval of video data G06F16/739)} - H04N 21/84: Generation or processing of descriptive data, e.g. content descriptors {(systems specially adapted for using meta-information in broadcast systems H04H60/73)} - H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION - G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR ## Abstract Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing customized television advertisements. In one aspect, television advertising templates are used for generating customized television advertisements. The television advertisement templates include targeting criteria specifying targeting conditions for the television advertising template, which are conditions for selecting the television advertisement template for an advertisement availability, and content selection criteria specifying availability content associated with an advertisement availability for use in selecting variable advertisement content elements for inclusion in a customized television advertisement generated from the television advertising template. The variable advertisement content elements can include video elements, audio elements, and text elements. ## Claims ### Claim 1 A computer-implemented method performed by a data processing apparatus, comprising: identifying a future advertising availability scheduled to occur during a given episode of a given video program that has multiple episodes that each present different specific content of the given video program; identifying a plurality of video advertising templates that are each associated with respective targeting criteria that specify one or more video programs each including multiple episodes during which customized video advertisements generated using the video advertising template are eligible to be presented; selecting, from the plurality of video advertising templates, a given video advertising template for the given video program based at least on the given video program being specified by the targeting criteria for the given video advertising template; selecting, from a plurality of advertisement content elements that include advertising content for the given video advertising template, one or more advertisement content elements based on specific content of the given episode of the given video program; generating a customized video advertisement for the given episode of the given video program from the given video advertising template and the selected one or more advertisement content elements that are selected for the given episode of the given video program, wherein the customized video advertisement generated for the given episode using the given advertising template includes different advertisement content elements than other customized video advertisements generated for different episodes of the given video program based on the different episodes having different specific content than the given episode; and providing the customized video advertisement for presentation during the future advertising availability occurring during the given episode of the given video program. ### Claim 2 (depends on 1) The computer-implemented method of claim 1, wherein, for each video advertising template, the advertisement content elements include one or more of: video elements, each video element being data that generates video that can be used in a customized video advertisement; audio elements, each audio element being audio data that generate audio that can be used in a customized video advertisement; or text elements, each text element being data that generates text that can be used in a customized video advertisement. ### Claim 3 (depends on 2) The computer-implemented method of claim 2, wherein the given video advertising template includes: keyword selection criteria specifying one or more keyword types for extracting keywords from electronic program guide descriptions of the episodes of the given video program; and keyword matching criteria specifying, for each advertisement content element, one or more matching keywords for which the advertisement content element is eligible for inclusion in a video program advertisement template. ### Claim 4 (depends on 3) The computer-implemented method of claim 3, wherein selecting one or more advertisement content elements based on specific content of the given episode of the given video program comprises: extracting, from the electronic program guide descriptions, one or more keywords of the one or more keyword types included in the electronic program guide description of the given episode of the given video program; and selecting a given advertisement content element that has keyword matching criteria that specifies at least one of the extracted one or more keywords. ### Claim 5 (depends on 1) The computer-implemented method of claim 1, wherein each video advertising template further includes static advertisement content elements, each static advertisement content element being included in each customized video advertisement generated from the video program advertising template. ### Claim 6 (depends on 5) The computer-implemented method of claim 5, wherein, for each video program advertising template, the static advertisement content elements include one or more of: video elements, each video element being data that generates video that can be used in a customized video advertisement; audio elements, each audio element being audio data that generate audio that can be used in a customized video advertisement; or text elements, each text element being data that generates text that can be used in a customized video advertisement. ### Claim 7 (depends on 1) The computer-implemented method of claim 1, wherein: the given episode of the given program is presented on a first viewing device; and providing the customized video program advertisement for presentation during the future advertising availability comprises providing the customized video advertisement for presentation on a second viewing device. ### Claim 8 (depends on 1) The method of claim 1, wherein the customized video advertisement is presented (i) during a commercial break between two sequential portions of the given episode or (ii) in an overlay that is rendered over content of the particular episode during playback of the particular episode. ### Claim 9 (depends on 1) The method of claim 1, wherein each customized video advertisement generated from the given video advertising template presents at least a portion of video advertising template adjacent to an area of a display that is presenting an episode of a video program; the given advertising template includes: placeholders in which advertisement content elements selected for each episode are populated; and static advertisement elements that are presented in each customized video advertisement generated using the given advertising template independent of episodes for which the customized video advertisements are generated. ### Claim 10 A system, comprising: one or more computers; a data storage device storing a plurality of video advertising templates selectable for use in generating customized video advertisements; for each video advertising template, a plurality of advertisement content elements that include advertising content for the video advertising template; and a memory in data communication with the one or more computers and storing instructions executable by the one or more computers that upon such execution cause the one or more computers to perform operations comprising: identifying a future advertising availability scheduled to occur during a given episode of a given video program that has multiple episodes that each present different specific content of the given video program; identifying a plurality of video advertising templates that are each associated with respective targeting criteria that specify one or more video programs each including multiple episodes during which customized video advertisements generated using the video advertising template are eligible to be presented; selecting, from the plurality of video advertising templates, a given video advertising template for the given video program based at least on the given video program being specified by the targeting criteria for the given video advertising template; selecting, from a plurality of advertisement content elements that include advertising content for the given video advertising template, one or more advertisement content elements based on specific content of the given episode of the given video program; generating a customized video advertisement for the given episode of the given video program from the given video advertising template and the selected one or more advertisement content elements that are selected for the given episode of the given video program, wherein the customized video advertisement generated for the given episode using the given advertising template includes different advertisement content elements than other customized video advertisements generated for different episodes of the given video program based on the different episodes having different specific content than the given episode; and providing the customized video advertisement for presentation during the future advertising availability occurring during the given episode of the given video program. ### Claim 11 (depends on 10) The system of claim 10, wherein, for each video advertising template, the advertisement content elements include one or more of: video elements, each video element being data that generates video that can be used in a customized video advertisement; audio elements, each audio element being audio data that generate audio that can be used in a customized video advertisement; or text elements, each text element being data that generates text that can be used in a customized video advertisement. ### Claim 12 (depends on 11) The system of claim 11, wherein the given video advertising template includes: keyword selection criteria specifying one or more keyword types for extracting keywords from electronic program guide descriptions of the episodes of the given video program; and keyword matching criteria specifying, for each advertisement content element, one or more matching keywords for which the advertisement content element is eligible for inclusion in a video program advertisement template. ### Claim 13 (depends on 12) The system of claim 12, wherein selecting one or more advertisement content elements based on specific content of the given episode of the given video program comprises: extracting, from the electronic program guide descriptions, one or more keywords of the one or more keyword types included in the electronic program guide description of the given episode of the given video program; and selecting a given advertisement content element that has keyword matching criteria that specifies at least one of the extracted one or more keywords. ### Claim 14 (depends on 10) The system of claim 10, wherein each video advertising template further includes static advertisement content elements, each static advertisement content element being included in each customized video advertisement generated from the video program advertising template. ### Claim 15 (depends on 14) The system of claim 14, wherein, for each video program advertising template, the static advertisement content elements include one or more of: video elements, each video element being data that generates video that can be used in a customized video advertisement; audio elements, each audio element being audio data that generate audio that can be used in a customized video advertisement; or text elements, each text element being data that generates text that can be used in a customized video advertisement. ### Claim 16 (depends on 10) The system of claim 10, wherein: the given episode of the given program is presented on a first viewing device; and providing the customized video program advertisement for presentation during the future advertising availability comprises providing the customized video advertisement for presentation on a second viewing device. ### Claim 17 A non-transitory computer storage medium encoded with a computer program, the program comprising instructions that when executed by one or more data processing apparatus cause the data processing apparatus to perform operations comprising: identifying a future advertising availability scheduled to occur during a given episode of a given video program that has multiple episodes that each present different specific content of the given video program; identifying a plurality of video advertising templates that are each associated with respective targeting criteria that specify one or more video programs each including multiple episodes during which customized video advertisements generated using the video advertising template are eligible to be presented; selecting, from the plurality of video advertising templates, a given video advertising template for the given video program based at least on the given video program being specified by the targeting criteria for the given video advertising template; selecting, from a plurality of advertisement content elements that include advertising content for the given video advertising template, one or more advertisement content elements based on specific content of the given episode of the given video program; generating a customized video advertisement for the given episode of the given video program from the given video advertising template and the selected one or more advertisement content elements that are selected for the given episode of the given video program, wherein the customized video advertisement generated for the given episode using the given advertising template includes different advertisement content elements than other customized video advertisements generated for different episodes of the given video program based on the different episodes having different specific content than the given episode; and providing the customized video advertisement for presentation during the future advertising availability occurring during the given episode of the given video program. ### Claim 18 (depends on 17) The non-transitory computer storage medium of claim 17, wherein, for each video advertising template, the advertisement content elements include one or more of: video elements, each video element being data that generates video that can be used in a customized video advertisement; audio elements, each audio element being audio data that generate audio that can be used in a customized video advertisement; or text elements, each text element being data that generates text that can be used in a customized video advertisement. ### Claim 19 (depends on 18) The non-transitory computer storage medium of claim 18, wherein the given video advertising template includes: keyword selection criteria specifying one or more keyword types for extracting keywords from electronic program guide descriptions of the episodes of the given video program; and keyword matching criteria specifying, for each advertisement content element, one or more matching keywords for which the advertisement content element is eligible for inclusion in a video program advertisement template. ### Claim 20 (depends on 19) The non-transitory computer storage medium of claim 19, wherein selecting one or more advertisement content elements based on specific content of the given episode of the given video program comprises: extracting, from the electronic program guide descriptions, one or more keywords of the one or more keyword types included in the electronic program guide description of the given episode of the given video program; and selecting a given advertisement content element that has keyword matching criteria that specifies at least one of the extracted one or more keywords.