Dynamic video advertisement replacement
AssigneeRoku, Inc.
InventorsMarcus Liassides, Stefan Liassides
Life of this patent
Estimating the term…
Abstract
A system and method includes an automatic content recognition (ACR) headend to perform ACR recognition on a video stream that is also being streamed to a smart TV, to detect timing of an upcoming ad spot to be delivered within the video stream. An addressable TV (ATV) engine can be in communication with the ACR head end and to: determine, from data of an ad campaign, whether a first ad to be delivered to the ad spot is off target for the ad spot; notify the ad replacer client to replace the first ad with an addressable ad when the first ad is off target for the ad spot; and provide, to the ad replacer client, criteria with which to constrain an ad request to obtain a second ad that is on target for the ad spot.
Claims12
A system comprising:
- a processing device;
- and
- memory hardware in communication with the processing device, the memory hardware storing instructions that when executed on the processing device cause the processing device to perform operations comprising:
- receiving, at an addressable television (ATV) system from a smart television (TV), an ad request for a replacement ad to be delivered to an ad spot to replace a programmatic television (PTV) ad;
- determining, by the ATV, whether the PTV ad is on target for the ad spot;
- when PTV ad is on target, determining whether the PTV ad is underperforming, overperforming, or on track based on a target performance for an ad campaign corresponding to the PTV ad;
- when the PTV ad is underperforming,
- adjusting, by the ATV system, a cost per mille (CPM) price of ATV impressions for the ad spot by a percentage at which the PTV ad is underperforming;
- and
- requesting, by the ATV system, the replacement ad from a demand side platform (DSP);
- and
- delivering, to the smart TV, the requested replacement ad.
A method comprising:
- receiving, at data processing hardware of an addressable television (ATV) system, an ad request from a smart television (TV) for a replacement ad to be delivered to an ad spot to replace a programmatic television (PTV) ad;
- determining, by the data processing hardware, whether the PTV ad is on target for the ad spot;
- when PTV ad is on target, determining, by the data processing hardware, whether the PTV ad is underperforming, overperforming, or on track based on a target performance for an ad campaign corresponding to the PTV ad;
- when the PTV ad is underperforming,
- adjusting, by the data processing hardware, a cost per mule (CPM) price of ATV impressions for the ad spot by a percentage at which the PTV ad is underperforming;
- and
- requesting, by the data processing hardware, the replacement ad from a demand side platform (DSP);
- and
- delivering, by the data processing hardware, the requested replacement ad to the smart TV.
Dependencies are inferred from the claim text.