System and method of unified video switching and advertisement splicing within consumer devices

A system for providing a unified video stream, including a video content item watched by a user and advertisement videos from multiple origins spliced into targeted ad spots in the content video, the multiple origins and the system forming part of a network, the system comprising:

• an ad services system, including:
• a server-side data collection service;
• and
• an ad service functionally associated with an ad management system;
• and
• a consumer device, adapted to be used by the user to watch the unified video stream, the consumer device including:
• an ad decision engine adapted to select the advertisement videos to be spliced into the targeted ad spots;
• a splice engine adapted to process video triggers, and to manage splicing of the selected advertisement videos into the targeted ad spots, the splice engine including the ad decision engine;
• at least one video cache, functionally associated with the splice engine, said at least one video cache being adapted to cache advertisement videos provided thereto ahead of time from the multiple origins via one or more corresponding origin plugins such that the cached advertisement videos are accessible to the splice engine for seamless splicing and time-ordering thereof into the targeted ad spots;
• a media player, functionally associated with the splice engine, and adapted to display the unified video stream;
• a client-side data collection service adapted to collect ad impressions data and user behavioral information, and to provide collected data to said server-side data collection service;
• and
• a plug-in based markup processing system including a markup processor, a plurality of markup plugins, and a markup configuration, the markup processor and the markup configuration being functionally associated with said ad service of said ad services system,
• wherein said ad service of said ad services system is adapted to analyze an available advertisement inventory and to provide to said consumer device an up to date advertisement markup configuration, said configuration being generated by said ad services system based on ad target population segmentation rules, prior to an expected available ad spot in the content video,
• wherein said markup configuration of said consumer device is adapted to provide a chain of markup rules comprising selection of advertisements from one or more allowed origins, producing the target ad spots, downloading and pre-caching analyzed available advertisement inventory,
• wherein said splice engine is adapted to control video splice events and to ensure temporal ordering of video content played by said media player,
• wherein said splice engine is adapted to filter ad triggers received from the origins, and to provide the filtered ad triggers to said markup processor for enrichment with targeting information, the enrichment utilizing one of said markup plugins, and
• wherein said ad decision engine is adapted to select the advertisement videos based on said markup configuration, instructions provided by said ad service, a state of available video origins and said at least one video cache, and based on a pre-defined ad targeting mechanism.