# US 2025/0097489 A1 · Addressable advertisement and programmatically delivered advertisement insertion and playing

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- Number: US 2025/0097489 A1
- Document ID: US20250097489A1
- Status: Published application
- Kind: A1
- Application number: 18/774,418
- Filed: 2024-07-16
- Published: 2025-03-20
- Earliest claimed: 2023-09-15
- Assignees: DISH Network L.L.C.
- Applicants: DISH Network L.L.C.
- Inventors: Aaron S. Hoff; Brian J. Smith
- Web page: https://patentgrep.com/patent/US20250097489A1

## CPC

- H04N 21/44016: {involving splicing one content stream with another content stream, e.g. for substituting a video clip}
- H04N 21/2187: Live feed
- H04N 21/23424: {involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement}
- H04N 21/2668: Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles {(information retrieval from the Internet by querying with filtering and personalisation G06F16/9535; arrangements for replacing or switching information during the broadcast H04H20/10; push services over packet-switching network H04L12/1859; adaptation of message content in packet-switching networks H04L51/063)}
- H04N 21/4131: {home appliance, e.g. lighting, air conditioning system, metering devices (home automation data switching networks exchanging configuration information on appliance services H04L12/2807)}
- H04N 21/442: Monitoring of processes or resources, e.g. detecting the failure of a recording device, monitoring the downstream bandwidth, the number of times a movie has been viewed, the storage space available from the internal hard disk {(arrangements for monitoring broadcast services or broadcast-related services H04H60/29; arrangements for identifying or recognising characteristics with a direct linkage to broadcast information H04H60/35; monitoring of user activities for profile generation for accessing a video database G06F16/739; monitoring in wireless networks H04W24/00)}
- 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 21/4532: {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 21/47217: {for controlling playback functions for recorded or on-demand content, e.g. using progress bars, mode or play-point indicators or bookmarks (specific graphical features in visual interfaces H04N21/4312)}
- H04N 21/64322: {IP}
- H04N 21/812: {involving advertisement data (advertising per se G06Q30/02)}
- H04N 21/8547: involving timestamps for synchronizing content
- H04N: PICTORIAL COMMUNICATION, e.g. TELEVISION

## Abstract

It may occur that various addressable ads are used to help fill an entire addressable break which have little or no monetary value for being played (often referred to as “evergreen or “filler” ads). Such ads and other types of candidate ads for replacement are replaced in real time with programmatically delivered Internet Protocol (IP) based ads (IP ads). Upon encountering an indication of an upcoming ad break including one or more evergreen ads in an addressable ad playlist, an ad request may be automatically transmitted that puts those evergreen ad spots up for bidding by various advertisers, and then such ads may be replaced by IP ads that in total have a duration equaling the duration of the evergreen ads being replaced and that are based on, among other things, a user's or household's receiving device location, a current channel a particular receiving device at that location is tuned to, a particular program that is playing on that channel, a genre of the program, individual user and/or household demographics including, but not limited to: age category, marital status, income range, gender, education level, occupation, and number of people in the household, etc. The selected IP ad(s) are then, in real time, seamlessly inserted or “stitched”, as described herein, into a media content stream comprising or consisting of the television programming (e.g., live linear satellite (SAT) stream) or other media content stream.

## Claims

### Claim 1

A method in a media presentation system, the method comprising:
electronically receiving, by one or more processors of a receiving device, a cue out presentation time stamp (PTS) indicating a beginning of an upcoming advertising (ad) break when transmitting media content from the receiving device to a media player device over a network for playing by the media player device as one or more streaming media sources;
the receiving device transmitting a first streaming media source over the network to the media player device including a first portion of the media content for playing by the media device until the receiving device arrives at the cue out PTS during transmitting the first streaming media source over the network to the media player device;
the receiving device calculating a cue in PTS based on a total ad break duration of the ad break;
starting at the cue out PTS, the receiving device automatically switching from transmitting the first streaming media source over the network to the media player device for playing by the media device to transmitting one or more additional streaming media sources over the network to the media player device in succession until the cue in point PTS for playing by the media device is reached, wherein each additional streaming media source content includes a respective ad of a plurality of ads played by the media player device;
for each respective ad of the plurality of ads that is played by the media player device, the receiving device automatically reporting an electronic beacon indicating the respective ad was played to indicate an advertisement impression; and
starting at the cue in PTS, the receiving device automatically switching from transmitting the one or more additional streaming media sources over the network to the media player device to transmitting second streaming media source including a second portion of the media content to the media player device for playing by the media device following the cue in PTS.

### Claim 2 (depends on 1)

The method of claim 1, further comprising:
in response to electronically receiving, by one or more processors of the receiving device, a cue out presentation time stamp (PTS) indicating the beginning of an upcoming advertising (ad) break, electronically obtaining an initial ad playlist including addressable ads initially intended to be played during the ad break;
electronically identifying one or more candidate ads for replacement in the initial ad playlist as candidates for replacement with programmatically delivered ads;
electronically transmitting a request for one or more programmatically delivered replacement ads that have a total duration equal to a total duration of the one or more candidate ads for replacement;
electronically generating a revised ad playlist including the one or more replacement ads such that a total duration of all ads in the revised ad playlist equals a total duration of all ads in the initial playlist and equals the duration of the ad break; and
initiating downloading of the one or more replacement ads, wherein the plurality of ads played by the media player device includes the downloaded one or more replacement ads.

### Claim 3 (depends on 2)

The method of claim 2 wherein the one or more candidate ads for replacement are selected by the receiving device as candidate ads for replacement based on the one or more candidate ads for replacement having not been previously selected based on a particular media player device connected to the receiving device and having not been previously selected based on a particular user account associated with a particular media player device connected to the receiving device.

### Claim 4 (depends on 2)

The method of claim 2 wherein ads in the initial ad playlist other than the one or more candidate ads for replacement are selected based on the media player device or are selected based on a particular user account associated with the media player device.

### Claim 5 (depends on 2)

The method of claim 2 wherein:
the first streaming media source and the second streaming media source transmitted to the media player device includes a linear broadcast television signal begin received by the receiving device; and
the one or more programmatically delivered replacement ads are selected by the receiving device based on one or more of: a current channel of the linear broadcast television signal the media player device has caused the receiving device to be tuned to and on which the replacement ads are to be played; a current program being played by the media player device; a genre of the current program; a session of the media player device in which the first streaming media source is received; an IP address of the receiving device; and an IP address of the a media player device.

### Claim 6 (depends on 1)

The method of claim 1, further comprising:
the receiving device generating, specifically for transmitting to the media player device, the first streaming media source, the one or more additional streaming media sources each including a respective ad of the plurality of ads, and the second streaming media source.

### Claim 7 (depends on 6)

The method of claim 6, wherein the plurality of ads includes one or more programmatically delivered replacement ads that the receiving device inserted to replace one or more other initial ads that were to be transmitted by the receiving device to be played by the media player device.

### Claim 8 (depends on 1)

The method of claim 1, further comprising:
electronically receiving, by one or more processors of the receiving device, an additional cue out presentation time stamp (PTS) indicating a beginning of an additional upcoming advertising (ad) break when transcoding additional media content at the receiving specifically for a selected one of a plurality of destinations;
the receiving device transmitting a first transcoded streaming media source over the network to the selected destination including a first portion of the additional media content for playing at a destination device until the receiving device arrives at the additional cue out PTS during transmitting the first transcoded streaming media source over the network to the selected destination;
the receiving device calculating an additional cue in PTS based on a total ad break duration of the additional ad break;
the receiving device delaying transcoding of one or more particular streaming media sources to be transmitted over the network to the destination to select a respective ad of second plurality of ads as each of the one or more particular streaming media sources and then transcoding the one or more particular streaming media sources;
starting at the additional cue out PTS, the receiving device transmitting the one or more transcoded particular streaming media sources over the network to the destination in succession until the cue in point PTS is reached.

### Claim 9 (depends on 8)

The method of claim 8, further comprising:
for each respective ad of the second plurality of ads that is transmitted to the destination via the transcoded one or more particular streaming media sources, the receiving device automatically reporting an electronic beacon indicating the respective ad was played to indicate an advertisement impression.

### Claim 10 (depends on 8)

The method of claim 8, further comprising:
starting at the additional cue in PTS, the receiving device automatically switching from transmitting the transcoded one or more particular streaming media sources to transmitting to the destination a second transcoded streaming media source comprising media content following the cue in PTS.

### Claim 11 (depends on 8)

The method of claim 8 wherein the first transcoded streaming media source, the transcoded one or more particular streaming media sources and the second transcoded streaming media source comprise a browser-based pipeline for a web client.

### Claim 12 (depends on 8)

The method of claim 8 wherein:
the first transcoded streaming media source and the second transcoded streaming media source includes a linear broadcast television signal.

### Claim 13 (depends on 12)

The method of claim 12, wherein the second plurality of ads includes one or more programmatically delivered replacement ads that the receiving device inserted to replace one or more other initial ads that were to be transcoded and transmitted by the receiving device to the destination.

### Claim 14

A non-transitory computer-readable storage medium having computer-executable instructions stored thereon that, when executed by at least one processor, cause operations to be performed, the operations including:
electronically receiving, by one or more processors of a receiving device, a cue out presentation time stamp (PTS) indicating a beginning of an upcoming advertising (ad) break when transmitting media content from the receiving device to a media player device over a network for playing by the media player device as one or more streaming media sources;
the receiving device transmitting a first streaming media source over the network to the media player device including a first portion of the media content for playing by the media device until the receiving device arrives at the cue out PTS during transmitting the first streaming media source over the network to the media player device;
the receiving device calculating a cue in PTS based on a total ad break duration of the ad break;
starting at the cue out PTS, the receiving device automatically switching from transmitting the first streaming media source over the network to the media player device for playing by the media device to transmitting one or more additional streaming media sources over the network to the media player device in succession until the cue in point PTS for playing by the media device is reached, wherein each additional streaming media source content includes a respective ad of a plurality of ads played by the media player device;
for each respective ad of the plurality of ads that is played by the media player device, the receiving device automatically reporting an electronic beacon indicating the respective ad was played to indicate an advertisement impression; and
starting at the cue in PTS, the receiving device automatically switching from transmitting the one or more additional streaming media sources over the network to the media player device to transmitting second streaming media source including a second portion of the media content to the media player device for playing by the media device following the cue in PTS.

### Claim 15 (depends on 14)

The non-transitory computer-readable storage medium of claim 14, wherein the operations further comprise:
in response to electronically receiving, by one or more processors of the receiving device, a cue out presentation time stamp (PTS) indicating the beginning of an upcoming advertising (ad) break, electronically obtaining an initial ad playlist including addressable ads initially intended to be played during the ad break;
electronically identifying one or more candidate ads for replacement in the initial ad playlist as candidates for replacement with programmatically delivered ads;
electronically transmitting a request for one or more programmatically delivered replacement ads that have a total duration equal to a total duration of the one or more candidate ads for replacement;
electronically generating a revised ad playlist including the one or more replacement ads such that a total duration of all ads in the revised ad playlist equals a total duration of all ads in the initial playlist and equals the duration of the ad break; and
initiating downloading of the one or more replacement ads, wherein the plurality of ads played by the media player device includes the downloaded one or more replacement ads.

### Claim 16 (depends on 15)

The non-transitory computer-readable storage medium of claim 15 wherein the one or more candidate ads for replacement are selected by the receiving device as candidate ads for replacement based on the one or more candidate ads for replacement having not been previously selected based on a particular media player device connected to the receiving device and having not been previously selected based on a particular user account associated with a particular media player device connected to the receiving device.

### Claim 17

A media presentation system, comprising:
at least one processor; and
at least one memory coupled to the at least one processor, wherein the at least one memory has computer-executable instructions stored thereon that, when executed by the at least one processor, cause the at least one processor to cause operations to be performed, the operations including:
electronically receiving, by one or more processors of a receiving device, a cue out presentation time stamp (PTS) indicating a beginning of an upcoming advertising (ad) break when transmitting media content from the receiving device to a media player device over a network for playing by the media player device as one or more streaming media sources;
the receiving device transmitting a first streaming media source over the network to the media player device including a first portion of the media content for playing by the media device until the receiving device arrives at the cue out PTS during transmitting the first streaming media source over the network to the media player device;
the receiving device calculating a cue in PTS based on a total ad break duration of the ad break;
starting at the cue out PTS, the receiving device automatically switching from transmitting the first streaming media source over the network to the media player device for playing by the media device to transmitting one or more additional streaming media sources over the network to the media player device in succession until the cue in point PTS for playing by the media device is reached, wherein each additional streaming media source content includes a respective ad of a plurality of ads played by the media player device;
for each respective ad of the plurality of ads that is played by the media player device, the receiving device automatically reporting an electronic beacon indicating the respective ad was played to indicate an advertisement impression; and
starting at the cue in PTS, the receiving device automatically switching from transmitting the one or more additional streaming media sources over the network to the media player device to transmitting second streaming media source including a second portion of the media content to the media player device for playing by the media device following the cue in PTS.

### Claim 18 (depends on 17)

The system of claim 17, wherein the operations further comprise:
in response to electronically receiving, by one or more processors of the receiving device, a cue out presentation time stamp (PTS) indicating the beginning of an upcoming advertising (ad) break, electronically obtaining an initial ad playlist including addressable ads initially intended to be played during the ad break;
electronically identifying one or more candidate ads for replacement in the initial ad playlist as candidates for replacement with programmatically delivered ads;
electronically transmitting a request for one or more programmatically delivered replacement ads that have a total duration equal to a total duration of the one or more candidate ads for replacement;
electronically generating a revised ad playlist including the one or more replacement ads such that a total duration of all ads in the revised ad playlist equals a total duration of all ads in the initial playlist and equals the duration of the ad break; and
initiating downloading of the one or more replacement ads, wherein the plurality of ads played by the media player device includes the downloaded one or more replacement ads.

### Claim 19 (depends on 18)

The system of claim 18 wherein the one or more candidate ads for replacement are selected by the receiving device as candidate ads for replacement based on the one or more candidate ads for replacement having not been previously selected based on a particular media player device connected to the receiving device and having not been previously selected based on a particular user account associated with a particular media player device connected to the receiving device.

### Claim 20 (depends on 18)

The system of claim 18 wherein ads in the initial ad playlist other than the one or more candidate ads for replacement are selected based on the media player device or are selected based on a particular user account associated with the media player device.