Integrating digital advertising ecosystems into linear TV

A system for inserting ads into a linear programming feed, comprising:

• a cable television head-end configured to receive a plurality of linear programming feeds from a multi-channel video distributor (MVPD) and to distribute the plurality of linear programming feeds to customers through set top boxes installed at subscriber locations;
• a video serving component in communication within the head-end and having a plurality of input channels, a plurality of output channels, and a processing unit;
• each input channel configured to receive a respective one of the plurality of linear programming feeds and to detect a standard-compliant cue message in the respective one of the plurality of linear programming feeds, the cue message indicating an available ad break and corresponding ad insertion parameters in the linear programming feed for use by the head-end to select and insert advertisements;
• the processing unit configured to, upon detecting the cue message, generate a VAST request for an ad to insert into the ad break based on the cue message, the VAST request including data fields that are configured to include audience impression information;
• the processing unit further configured to receive, in response to the VAST request, identification of a plurality of ads for insertion into respective ad breaks based on respective ad insertion parameters, audience impression information, and relevant ad campaign information for each of the plurality of linear programming feeds, and to insert one of the respective identified ads into a respective one of the linear programming feeds;
• and
• each output channel configured to transmit a respective one of the plurality of linear programming feeds having the respective ad inserted into the ad break to customer set top boxes.

In a cable television distribution system having a plurality of linear programming feeds, each linear programming feed includes a plurality of standard-compliant cue messages, each cue message indicating an available spot in the linear programming feed for insertion of an ad and each cue message providing ad insertion parameters for serving the ad into the available spot, a method comprising:

• for each cue message detected in each linear programming feed, generating, by a video serving component, a VAST request for an ad to insert into the available spot, the VAST request based upon and incorporating at least some of the cue message information, the VAST request including a plurality of data fields for incorporating the cue message information including the ad insertion parameters for the available spot, at least one of the data fields is configurable and includes an estimate of a number of impressions to be delivered during playout of the ad;
• and
• for each linear programming feed, receiving, by the video serving component, a response to the VAST request including identification of a first ad for insertion into the ad spot, the first ad is selected based on the ad insertion parameters, the estimated number of impressions to be delivered, audience targeting criteria, and relevant ad campaign information, and serving the respective identified first ad into the respective linear programming feed.

An ad insertion apparatus, comprising:

• a video serving system having a plurality of input channels, a plurality of output channels, and a processing unit, the video serving system configured to communicate with at least one MVPD cable television distribution network having a plurality of linear programming feeds;
• each input channel of the video serving system configured to receive a respective one of the plurality of linear programming feeds and to detect a standard-compliant cue message in the respective one of the plurality of linear programming feeds, the cue message indicating an available ad break for inserting an advertisement in the respective one of the linear programming feeds;
• the processing unit configured to, upon detecting the cue message, generate a VAST request for an ad to insert into the ad break based on the cue message, the VAST request including the ad insertion parameters and data fields that are configured to obtain and include audience impression information into the VAST request;
• the processing unit further configured to receive, in response to the VAST request, identification of a plurality of ads for insertion into respective ad breaks based on respective ad insertion parameters, audience impression information, and relevant ad campaign information for each of the plurality of linear programming feeds, and to insert the respective identified ad into the respective one of the linear programming feeds;
• and
• each output channel configured to transmit a respective one of the plurality of linear programming feeds having the respective ad inserted or spliced into the ad break back to the MVPD cable television distribution network.