US 2026/0303882 A1Published application

Dynamic ad insertion

AssigneeOne Media, LLC

InventorsSangsu KIM, Liam Riley POWER, Nicholas HOTTINGER

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Abstract

Over-the-Air (OTA) advertising lacks features provided by its Over-the-Top (OTT) counterpart due to the one-way nature of OTA advertising. Introducing the Advanced Television Systems Committee (ATSC) 3.0 standard and its approach to broadcasting information utilizing the Internet Protocol (IP) narrows the gap between the two environments. While there are similarities in the mechanisms to create regionally addressable advertisements through OTT and OTA (utilizing the ATSC 3.0 standard), they are not identical, primarily due to the latter being a one-way broadcasting system. This disclosure introduces two potential solutions to provide targeted advertising through the timely insertion of advertisements into live TV programs and an optimized dynamic ad insertion. 26545021.3

Claims19

Dependent claims

An advanced television systems committee (ATSC) apparatus configured to implement dynamic advertisement insertion comprising:

a transceiver configured to enable communications with data distribution platform and a receiving device configured to receive broadcast content;
and
a processor, communicatively coupled to the transceiver, and configured to:
receive, from the data distribution platform, advertisement data;
generate Dynamic Adaptive Streaming over HTTP (DASH) segments including advertisement data;
transmit the DASH segments using a real-time object delivery over unidirectional transport (ROUTE) protocol to the receiving device;
generate a set of media processing units (MPUs) that includes live media stream corresponding to the broadcast content;
generate MPEG media transport (MMT) packets that include the set of MPUs and one or more markers corresponding to the advertisement data;
and
transmit the MMT packets using a MPEG media transport protocol (MMTP) to the receiving device,
wherein the processor is configured to transmit the DASH segments or to transmit the MMT packets, and
wherein the one or more markers indicate when to insert the advertisement data into the live media stream.

9 more elements

Dependencies are inferred from the claim text.

Facts

Application: 19/577,106Filed 24 Mar 2026
Priority: 25 Mar 2025
Published: 1 Oct 2026
Term ends: Not estimatedThe source records don’t support an estimate.

Classification5 codes

H04N 21/23424
Processing of video elementary streams, e.g. splicing of video streams or manipulating encoded video stream scene graphs: involving splicing one…
H04L 65/70
Network streaming of media packets: media network packetisation
H04N 21/2187
Source of audio or video content , e.g. local disk arrays: live feed
H04N
Pictorial communication