Dynamic ad insertion decision-making for linear live TV

A computing system comprising:

• one or more processors;
• and
• a non-transitory, computer-readable medium having stored thereon program instructions that, when executed by the one or more processors, cause the computing system to perform operations comprising:
• identifying a current channel on which a content presentation device is receiving content, wherein identifying the current channel comprises:
• receiving reference fingerprint data from a content distribution system associated with a known channel;
• receiving query fingerprint data from the content presentation device;
• comparing the reference fingerprint data to the query fingerprint data to determine a match, wherein the match indicates that the known channel associated with the content distribution system is the current channel providing the content for display;
• identifying an ad insertion opportunity, on the current channel, in which an underlying advertisement associated with content to be displayed is available for replacement by an addressable advertisement;
• determining that a value that specifies a conservative indication of an ad insertion decision-making process or aggressive indication of the ad insertion decision-making process for an aggressiveness configuration was received from a content owner of the content to be displayed, wherein the conservative indication corresponds to setting a high pacing cost for presenting too few impressions of the underlying advertisement and too many of the addressable advertisement which causes the replacement to be less likely based on the value for the aggressiveness configuration, and wherein the aggressive indication corresponds to setting a high pacing cost for presenting too many impressions of the underlying advertisement and too few of the addressable advertisement which causes the replacement to be more likely based on the value for the aggressiveness configuration;
• determining a first expected revenue corresponding to presentation of the addressable advertisement and a first expected cost corresponding to the presentation of the addressable advertisement, wherein the first expected cost is based on a current pacing of an advertisement campaign of the addressable advertisement;
• determining a second expected revenue corresponding to presentation of the underlying advertisement and a second expected cost corresponding to the presentation of the underlying advertisement, wherein the second expected cost is based on a current pacing of an advertisement campaign of the underlying advertisement;
• determining an expected value of the ad insertion opportunity based on the first and second expected revenues and the first and second expected costs, wherein at least one of the current pacing of the advertisement campaign of the addressable advertisement or the current pacing of the advertisement campaign of the underlying advertisement was adjusted based on the value of the aggressiveness configuration;
• replacing the underlying advertisement with the addressable advertisement in the content to be displayed based on the expected value of the ad insertion opportunity being at least a threshold value;
• and
• providing the content including the addressable advertisement, for display via the content presentation device.

A non-transitory, computer-readable medium having stored thereon program instructions that, when executed by one or more processors of a computing system, cause the computing system to perform operations comprising:

• identifying a current channel on which a content presentation device is receiving content, wherein identifying the current channel comprises:
• receiving reference fingerprint data from a content distribution system associated with a known channel;
• receiving query fingerprint data from the content presentation device;
• comparing the reference fingerprint data to the query fingerprint data to determine a match, wherein the match indicates that the known channel associated with the content distribution system is the current channel providing the content for display;
• identifying an ad insertion opportunity, on the current channel, in which an underlying advertisement associated with content to be displayed is available for replacement by an addressable advertisement;
• determining that a value that specifies a conservative indication of an ad insertion decision-making process or aggressive indication of the ad insertion decision-making process for an aggressiveness configuration was received from a content owner of the content to be displayed, wherein the conservative indication corresponds to setting a high pacing cost for presenting too few impressions of the underlying advertisement and too many of the addressable advertisement which causes the replacement to be less likely based on the value for the aggressiveness configuration, and wherein the aggressive indication corresponds to setting a high pacing cost for presenting too many impressions of the underlying advertisement and too few of the addressable advertisement which causes the replacement to be more likely based on the value for the aggressiveness configuration;
• determining a first expected revenue corresponding to presentation of the addressable advertisement and a first expected cost corresponding to the presentation of the addressable advertisement, wherein the first expected cost is based on a current pacing of an advertisement campaign of the addressable advertisement;
• determining a second expected revenue corresponding to presentation of the underlying advertisement and a second expected cost corresponding to the presentation of the underlying advertisement, wherein the second expected cost is based on a current pacing of an advertisement campaign of the underlying advertisement;
• determining an expected value of the ad insertion opportunity based on the first and second expected revenues and the first and second expected costs, wherein at least one of the current pacing of the advertisement campaign of the addressable advertisement or the current pacing of the advertisement campaign of the underlying advertisement was adjusted based on the value of the aggressiveness configuration;
• replacing the underlying advertisement with the addressable advertisement in the content to be displayed based on the expected value of the ad insertion opportunity being at least a threshold value;
• and
• providing the content including the addressable advertisement, for display via the content presentation device.