# US 10,771,858 B2 · Creating and fulfilling dynamic advertisement replacement inventory > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 10,771,858 B2 - Document ID: US10771858B2 - Status: Granted - Kind: B2 - Application number: 15/831,838 - Filed: 2017-12-05 - Published: 2018-04-05 - Granted: 2020-09-08 - Earliest claimed: 2015-09-09 - Assignees: The Nielsen Company (US), LLC - Applicants: The Nielsen Company (US), LLC - Inventors: Marcus Liassides; Stefan Liassides - Web page: https://patentgrep.com/patent/US10771858B2 ## CPC - H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)} - G06Q 30/02: Marketing; Price estimation or determination; Fundraising - G06Q 30/0241: Advertisements - G06Q 30/0276: {Advertisement creation} - G06Q 30/0277: {Online advertisement} - H04N 21/252: {Processing of multiple end-users' preferences to derive collaborative data} - H04N 21/2547: Third Party Billing, e.g. billing of advertiser - H04N 21/25841: {involving the geographical location of the client (retrieval from the Internet by querying based on geographical locations G06F16/9537; arrangements for identifying locations of receiving stations in broadcast systems H04H60/51; location of the user terminal in data switching networks 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)} - 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 21/262: Content or additional data distribution scheduling, e.g. sending additional data at off-peak times, updating software modules, calculating the carousel transmission frequency, delaying a video stream transmission, generating play-lists {(scheduling strategies for dispatcher in multiprogramming arrangements G06F9/4881; arrangements for scheduling broadcast services or broadcast-related services H04H60/06; flow control in packet networks H04L47/10; establishing a time schedule or organising the servicing of application requests H04L67/62)} - H04N 21/44016: {involving splicing one content stream with another content stream, e.g. for substituting a video clip} - H04N 21/44204: {Monitoring of content usage, e.g. the number of times a movie has been viewed, copied or the amount which has been watched (monitoring of user activities for profile generation for accessing a video database G06F16/739; protecting generic digital content where the protection is independent of the precise nature of the content G06F21/10; arrangements for monitoring the use made of the broadcast services in broadcast systems H04H60/31)} - H04N 21/44209: {Monitoring of downstream path of the transmission network originating from a server, e.g. bandwidth variations of a wireless network (arrangements for maintenance or administration in data switching networks involving bandwidth and capacity management H04L41/0896)} - H04N 21/4532: {involving end-user characteristics, e.g. viewer profile, preferences (monitoring of user activities for profile generation for accessing a video database G06F16/739; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18)} - H04N 21/458: Scheduling content for creating a personalised stream, e.g. by combining a locally stored advertisement with an incoming stream; Updating operations, e.g. for OS modules {; time-related management operations (arrangements for replacing or switching information during the broadcast or during the distribution H04H20/10)} - H04N 21/4667: {Processing of monitored end-user data, e.g. trend analysis based on the log file of viewer selections} - 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 A processing device can execute instructions to query a database to determine a top-ranked avail for a target audience, to generate a target avail, determine the target avail is not within a sell CPM price for the target audience, and determine that demand for the target avail as addressable television (ATV) impressions is beyond a predetermined threshold sufficient to discount the CPM price of the target avail for the target audience. The ATV impressions can be derived from directly addressable replacement ads. The processing device can further determine that the target avail is within the sell CPM price for the target audience with a determined discount and discount the sell CPM price for the target avail by the determined discount that decreases a margin for an ad campaign when filling the target avail with a broadcast ad. Also, ATV sell CPM price can be adjusted according to programmable TV campaign performance. ## Claims ### Claim 1 A system comprising: a processing device; and a non-transitory computer-readable storage medium in communication with the processing device, the non-transitory computer-readable storage medium storing instructions that when executed on the processing device cause the processing device to perform operations comprising: monitoring, using automatic content recognition (ACR), a video stream as the video stream is delivered to a television (TV); during the monitoring of the video stream, identifying, in at least one media segment of the video stream, a broadcasted TV ad before the TV is to receive and display the broadcasted TV ad for an advertisement (ad) spot, wherein the broadcasted TV ad is associated with a first party; determining, in real time, that the broadcasted TV ad is on target for a target audience for the ad spot; in response to determining that the broadcasted TV ad is on target, determining, in real time, that the broadcasted TV ad is underperforming based on actual addressable TV impressions of the broadcasted TV ad being less than a desired number of addressable TV impressions for the broadcasted TV ad; in response to determining that the broadcasted TV ad is underperforming: increasing a sell cost-per-mille (CPM) price of addressable TV impressions for the ad spot based on a percentage by which the broadcast ad is underperforming; providing criteria to an ad replacer client for generating a request to replace the broadcasted TV ad with a replacement ad for dynamic advertisement replacement (DAR) for the ad spot; and providing, to a second party, the request for the replacement ad for the DAR for the ad spot; receiving the replacement ad from the second party for the DAR based on digital advertising campaign objectives of the second party, the digital advertising campaign objectives comprising an available budget, a target audience, and a desired number of addressable TV impressions; determining a number of predicted DAR impressions for the replacement ad, the predicted DAR impressions based on historical advertising data, a broadcast TV network, and a time of day; providing data for determining that the replacement ad corresponding to the ad spot satisfies the digital advertising campaign objectives; and responsive to determining that the replacement ad satisfies the digital advertising campaign objectives, communicating the replacement ad to replace the broadcasted TV ad for the ad spot in the video stream delivered to the TV, wherein determining that the replacement ad satisfies the digital advertising campaign objectives occurs as the video stream is delivered to the TV and further comprises: receiving the CPM for the replacement ad; and determining that the CPM for the replacement ad satisfies the available budget of the digital advertising campaign objectives. ### Claim 2 (depends on 1) The system of claim 1, wherein the historical advertising data comprises at least one of previous broadcast TV ad campaigns, previous dynamic ad replacement campaigns, viewer profiles, or viewing patterns corresponding to the viewer profiles. ### Claim 3 (depends on 1) The system of claim 1, wherein the historical advertising data comprises an average of addressable television (ATV) impressions derived from directly addressable replacement ads that each target a particular smart TV accessible over a public network. ### Claim 4 (depends on 1) The system of claim 1, wherein determining that the replacement ad satisfies the digital advertising campaign objectives further comprises determining that the number of predicted DAR impressions satisfies the desired number of impressions of the digital advertising campaign objectives. ### Claim 5 (depends on 1) The system of claim 1, wherein the operations further comprise providing a report that identifies a number of actual impressions during broadcast corresponding to the replacement ad. ### Claim 6 (depends on 1) The system of claim 1, wherein the operations further comprise comparing an actual number of addressable TV impressions for the replacement ad to the number of predicted DAR impressions. ### Claim 7 (depends on 1) The system of claim 1, wherein the operations further comprise providing a report that identifies a number of actual impressions during broadcast corresponding to the replacement ad and the underperforming ad. ### Claim 8 A method comprising: monitoring, by data processing hardware, using automatic content recognition (ACR), a video stream as the video stream is delivered to a television (TV); during the monitoring of the video stream, identifying, in at least one media segment of the video stream, a broadcasted TV ad before the TV is to receive and display the broadcasted TV ad for an advertisement (ad) spot, wherein the broadcasted TV ad is associated with a first party; determining, in real time, that the broadcasted TV ad is on target for a target audience for the ad spot; in response to determining that the broadcasted TV ad is on target, determining, by the data processing hardware, in real time, that the broadcasted TV ad is underperforming based on actual addressable TV impressions of the broadcasted TV ad being less than a desired number of addressable TV impressions for the broadcasted TV ad; in response to determining that the broadcasted TV ad is underperforming: increasing, by the data processing hardware, a sell cost-per-mille (CPM) price of addressable TV impressions for the ad spot based on a percentage by which the broadcast ad is underperforming; providing criteria to an ad replacer client for generating a request to replace the broadcasted TV ad with a replacement ad for dynamic advertisement replacement (DAR) for the ad spot, and providing, by the data processing hardware, to a second party, the request for the replacement ad for the DAR for the ad spot; receiving, by the data processing hardware, the replacement ad for the DAR from the second party based on digital advertising campaign objectives of the second party, the digital advertising campaign objectives comprising an available budget, a target audience, and a desired number of addressable TV impressions; determining, by the data processing hardware, a number of predicted DAR impressions for the replacement ad, the predicted DAR impressions based on historical advertising data, a broadcast TV network, and time of day; providing, by the data processing hardware, data for determining that the replacement ad corresponding to the ad spot satisfies the digital advertising campaign objectives; and responsive to determining that the replacement ad satisfies the digital advertising campaign objectives, communicating the replacement ad to replace the broadcasted TV ad for the ad spot in the video stream delivered to the TV, wherein determining that the replacement ad satisfies the digital advertising campaign objectives occurs as the video stream is delivered to the TV and further comprises: receiving the CPM for the replacement ad; and determining that the CPM for the replacement ad satisfies the available budget of the digital advertising campaign objectives. ### Claim 9 (depends on 8) The method of claim 8, wherein the historical advertising data comprises at least one of previous broadcast TV ad campaigns, previous dynamic ad replacement campaigns, viewer profiles, or viewing patterns corresponding to the viewer profiles. ### Claim 10 (depends on 8) The method of claim 8, wherein the historical advertising data comprises an average of addressable television (ATV) impressions derived from directly addressable replacement ads that each target a particular smart TV accessible over a public network. ### Claim 11 (depends on 8) The method of claim 8, wherein determining that the replacement ad satisfies the digital advertising campaign objectives further comprises determining that the number of predicted DAR impressions satisfies the desired number of impressions of the digital advertising campaign objectives. ### Claim 12 (depends on 8) The method of claim 8 further comprising receiving, by the data processing hardware, a report that identifies a number of actual impressions during broadcast corresponding to the replacement ad. ### Claim 13 (depends on 8) The method of claim 8, further comprising comparing an actual number of addressable TV impressions for the replacement ad to the number of predicted DAR impressions. ### Claim 14 (depends on 8) The method of claim 8, further comprising receiving, by the data processing hardware, a report that identifies a number of actual impressions during broadcast corresponding to the replacement ad and the underperforming ad.