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US 10,924,778 B1Granted
Content management in over-the-top services
AssigneeXandr Inc.
InventorsRadhika Shivapurkar, Eric Hoffert, Joel Korpi, Matthew Kendall, Jaiminkumar Panchal, Aadesh Patel
Life of this patent
Estimating the term…
Abstract
Aspects of the subject disclosure may include, for example, determining an ad play list for an Over-The-Top video stream requested by an end user device based on a price and/or a category of a creative derived from auctions with multiple Supply-Side Platform servers. The ad play list can be determined for the ad pod according to business rules, which can include a yield policy based on increasing revenue for a publisher of the video stream, and/or which can include a competitive separation policy enforced based on the category for bid responses. Other embodiments are disclosed.
Claims29
A prebid server, comprising:
- a processing system including a processor;
- and
- a memory that stores executable instructions that, when executed by the processing system, facilitate performance of operations, the operations comprising:
- receiving, over a network from a Server-Side Ad Insertion (SSAI) server, ad pod information associated with an ad pod of a video stream requested by an end user device, the video stream being requested as an Over-The-Top (OTT) media service;
- transmitting, over the network, bid requests to a plurality of Supply-Side Platform (SSP) servers, the bid requests being based on the ad pod information;
- receiving, over the network within a time deadline, bid responses from one or more of the plurality of SSP servers, each of the bid responses including a price, a category of a creative, and a duration of the creative;
- selecting candidate bid responses from among the bid responses according to the price of each of the bid responses;
- and
- transmitting, over the network to the SSAI server, key value pairs representative of the price, the category, and the duration for each of the candidate bid responses,
- wherein the transmitting of the key value pairs enables the SSAI server to provide key value information representative of the price, the category, and the duration for each of the candidate bid responses to an ad server,
- wherein providing the key value information to the ad server enables the ad server to determine an ad play list for the ad pod of the video stream according to rules,
- wherein the rules include a yield policy that is enforced based on the price for each of the candidate bid responses, the yield policy being based on increasing revenue for a publisher of the video stream,
- wherein the rules include a competitive separation policy that is enforced based on the category for each of the candidate bid responses,
- wherein the SSAI server stitches content of the video stream with creatives from the ad play list into the ad pod resulting in stitched content provided to the end user device.
11 more elements
A method, comprising:
- receiving, by an ad server over a network from a Server-Side Ad Insertion (SSAI) server, key value information associated with candidate bid responses for an ad pod of a video stream requested by an end user device, the video stream being requested as an Over-The-Top (OTT) media service, the key value information being representative of a price, a category of a creative, and a duration of the creative for each of the candidate bid responses, the candidate bid responses being determined by a prebid server from among bid responses received by the prebid server over the network within a time deadline from a plurality of Supply-Side Platform (SSP) servers responsive to the SSAI server providing ad pod information associated with the ad pod to the prebid server;
- accessing, by the ad server, rules comprising a yield policy and a competitive separation policy;
- determining, by the ad server, an ad play list for the ad pod of the video stream according to the rules, wherein the yield policy is enforced by the ad server based on the price for each of the candidate bid responses, the yield policy being based on increasing revenue for a publisher of the video stream, wherein the competitive separation policy is enforced by the ad server based on the category for each of the candidate bid responses;
- and
- transmitting, by the ad server over the network to the SSAI server, ad play list information representative of the ad play list for the ad pod of the video stream, wherein the transmitting of the ad play list information enables the SSAI server to stitch content of the video stream with creatives from the ad play list into the ad pod resulting in stitched content that is provided to the end user device to be rendered.
2 more elements
A non-transitory machine-readable medium, comprising executable instructions that, when executed by a processing system of an end user device including a processor, facilitate performance of operations, the operations comprising:
- detecting a video stream being requested as an Over-The-Top (OTT) media service;
- transmitting, over a network, bid requests to a plurality of Supply-Side Platform (SSP) servers;
- receiving, over the network within a time deadline, candidate bid responses from one or more of the plurality of SSP servers, each of the candidate bid responses identifying a creative and including a price and a category of the creative;
- storing the candidate bid responses in a prebid cache server, wherein the candidate bid responses are mapped to corresponding unique cache identifications;
- generating an ad server tag Uniform Resource Locator (URL) based on combining an existing video ad server tag with key value pairs obtained from the candidate bid responses, the key value pairs being representative of the price and category of each of the candidate bid responses;
- transmitting, utilizing the ad server tag URL over the network to an ad server, a request for an ad play list to populate an ad pod of the video stream, wherein the transmitting of the request enables the ad server to determine the ad play list according to pre-configured line items and rules including a yield policy and a competitive separation policy, wherein the yield policy is enforced by the ad server based on the price for each of the candidate bid responses, the yield policy being based on increasing revenue for a publisher of the video stream, wherein the competitive separation policy is enforced by the ad server based on the category for each of the candidate bid responses;
- receiving, over the network from the ad server, ad play list information representative of the ad play list;
- obtaining at least one creative identified in the ad play list from the prebid cache server based on a unique cache identification,
- wherein the at least one creative is rendered in the ad pod by a video player of the end user device.
6 more elements
A method, comprising:
- transmitting, by a processing system including a processor over a network, bid requests to a plurality of Supply-Side Platform (SSP) servers, the bid requests being based on ad pod information associated with an ad pod of a video stream requested by an end user device, the video stream being requested as an Over-The-Top (OTT) media service;
- receiving, by the processing system over the network within a time deadline, bid responses from one or more of the plurality of SSP servers, each of the bid responses including a price, a category of a creative, and a duration of the creative;
- selecting, by the processing system, candidate bid responses from among the bid responses according to the price of each of the bid responses;
- transmitting, by the processing system over the network, key value pairs representative of the price, the category, and the duration for each of the candidate bid responses,
- wherein the transmitting of the key value pairs enables an ad server to determine an ad play list for the ad pod of the video stream according to rules, the ad play list identifying at least one creative and enabling at least one of stitching of content of the video stream with the at least one creative into the ad pod to derive stitched content for output by the end user device, rendering, by a video player of the end user device, the at least one creative in the ad pod, or a combination thereof,
- wherein the rules include a yield policy that is enforced based on the price for each of the candidate bid responses, the yield policy being based on increasing revenue for a publisher of the video stream,
- wherein the rules include a competitive separation policy that is enforced based on the category for each of the candidate bid responses.
4 more elements
A method, comprising:
- transmitting, by a processing system including a processor over a network, bid requests to a plurality of Supply-Side Platform (SSP) servers, the bid requests being based on ad pod information associated with an ad pod of a video stream requested by an end user device, the video stream being requested as an Over-The-Top (OTT) media service;
- receiving, by the processing system over the network within a time deadline, bid responses from one or more of the plurality of SSP servers, each of the bid responses including a price, a category of a creative, and a duration of the creative;
- and
- selecting, by the processing system, candidate bid responses from among the bid responses according to the price of each of the bid responses, wherein the selecting the candidate bid responses enables a determination of an ad play list for the ad pod of the video stream according to rules, the ad play list identifying at least one creative and enabling at least one of stitching of content of the video stream with the at least one creative into the ad pod to derive stitched content for output by the end user device, rendering, by a video player of the end user device, the at least one creative in the ad pod, or a combination thereof,
- wherein the rules include a yield policy that is enforced based on the price for each of the candidate bid responses, the yield policy being based on increasing revenue for a publisher of the video stream,
- wherein the rules include a competitive separation policy that is enforced based on the category for each of the candidate bid responses.
3 more elements
A method, comprising:
- performing, by a processing system including a processor, a prebid auction to obtain bid responses, the prebid auction being based on ad pod information associated with an ad pod of a video stream requested by an end user device, the video stream being requested as an Over-The-Top (OTT) media service, each of the bid responses including a price, a category of a creative, and a duration of the creative, the processing system being part of a real-time bidding advertising exchange;
- and
- selecting, by the processing system, candidate bid responses from among the bid responses according to the price of each of the bid responses,
- wherein the selecting the candidate bid responses enables a determination of an ad play list for the ad pod of the video stream according to rules, the ad play list identifying at least one creative and enabling at least one of stitching of content of the video stream with the at least one creative into the ad pod to derive stitched content for output by the end user device, rendering, by a video player of the end user device, the at least one creative in the ad pod, or a combination thereof,
- wherein the rules include a yield policy that is enforced based on the price for each of the candidate bid responses, the yield policy being based on increasing revenue for a publisher of the video stream,
- wherein the rules include a competitive separation policy that is enforced based on the category for each of the candidate bid responses.
3 more elements
Dependencies are inferred from the claim text.