U.S. patent application number 16/352878 was filed with the patent office on 2020-09-17 for campaign router.
The applicant listed for this patent is WURL INC.. Invention is credited to Yuval Fisher, Sarah Christine Foss, Ron Gutman.
Application Number | 20200296433 16/352878 |
Document ID | / |
Family ID | 1000003971029 |
Filed Date | 2020-09-17 |
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United States Patent
Application |
20200296433 |
Kind Code |
A1 |
Gutman; Ron ; et
al. |
September 17, 2020 |
Campaign router
Abstract
A method of providing a video manifest to a client. A router
manages, for each of a plurality of ad placement units, a measure
of advertisement avails provided by the router to the ad placement
unit for filling with advertisements, receives a client request for
a video content, and chooses an ad placement unit from the
plurality of ad placement units, to select advertisements to be
placed in avails of the requested video content, at least partially
responsive to the managed measures of advertisement avails. The
received client request is directed to the chosen ad placement
unit.
Inventors: |
Gutman; Ron; (San Diego,
CA) ; Fisher; Yuval; (Palo Alto, CA) ; Foss;
Sarah Christine; (Denver, CO) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
WURL INC. |
Palo Alto |
CA |
US |
|
|
Family ID: |
1000003971029 |
Appl. No.: |
16/352878 |
Filed: |
March 14, 2019 |
Current U.S.
Class: |
1/1 |
Current CPC
Class: |
H04N 21/2181 20130101;
H04N 21/2407 20130101; H04N 21/237 20130101; H04N 21/23424
20130101; H04N 21/812 20130101; H04N 21/2668 20130101 |
International
Class: |
H04N 21/237 20060101
H04N021/237; H04N 21/234 20060101 H04N021/234; H04N 21/218 20060101
H04N021/218; H04N 21/24 20060101 H04N021/24 |
Claims
1. A method of providing a video manifest to a client, comprising:
managing, by a router, for each of a plurality of ad placement
units, a numerical measure of advertisement avails provided by the
router to the ad placement unit for filling with advertisements;
receiving, at the router, a client request for a video content;
choosing, by the router, an ad placement unit from the plurality of
ad placement units, to select advertisements to be placed in avails
of the requested video content, at least partially responsive to
the managed measures of advertisement avails; and directing the
received client request to the chosen ad placement uni wherein each
of the plurality of ad placement units is assigned a predefined
proportion assigned to the ad placement unit and wherein choosing
the ad placement unit from the plurality of ad placement units
comprises choosing responsive to the managed measures of
advertisement avails and the assigned predefined proportions, and
wherein choosing the ad placement unit from the plurality of ad
placement units comprises choosing the ad placement unit for which
the managed measure is farthest from the assigned predefined
proportion.
2. The method of claim 1, wherein managing for each of the
plurality of ad placement units, a measure of advertisement avails
comprises counting the number of requests directed to each of the
ad placement units.
3. The method of claim 1, wherein managing for each of the
plurality of ad placement units, a measure of advertisement avails
comprises counting the number of avails in the requests directed to
each of the ad placement units.
4. The method of claim 1, wherein managing for each of the
plurality of ad placement units, a measure of advertisement avails
comprises counting the number of avails actually filled by each of
the ad placement units.
5. The method of claim 1, wherein directing the received client
request to the chosen ad placement unit comprises forwarding the
client request from the router to the chosen ad placement unit.
6. The method of claim 1, wherein directing the received client
request to the chosen ad placement unit comprises sending to a
client from which the client request was received, a redirection
instruction to forward the client request to the chosen ad
placement unit.
7-8. (canceled)
9. The method of claim 1, wherein choosing the ad placement unit
from the plurality of ad placement units comprises choosing
responsive to current efficiency scores of the ad placement
units.
10. The method of claim 9, wherein the current efficiency scores of
the ad placement units are dependent on current income received by
the ad placement units for filling avails.
11. The method of claim 9, wherein the current efficiency scores of
the ad placement units are dependent on measures of current load on
the ad placement units.
12. The method of claim 1, wherein choosing the ad placement unit
from the plurality of ad placement units comprises choosing at
least partially responsive to information on the user from which
the request was received.
13. The method of claim 1, wherein choosing the ad placement unit
from the plurality of ad placement units comprises choosing in a
manner giving preference to directing requests from a specific
client to multiple ad placement units.
14. The method of claim 1, further comprising modifying a format of
the received client request, before directing the received client
request to the chosen ad placement unit.
15. Apparatus for providing a video manifest to a client,
comprising: at least one interface for communicating with a
plurality of clients and a plurality of ad placement units; and a
router configured to manage for each of the plurality of ad
placement units, a numerical measure of advertisement avails
provided by the router to the ad placement unit for filling with
advertisements, to receive requests for video content from the
clients, to choose for each received request an ad placement unit
from the plurality of ad placement units, to handle the request, at
least partially responsive to the managed measures of advertisement
avails and to direct the received client request to the chosen ad
placement unit wherein each of the plurality of ad placement units
is assigned a predefined proportion assigned to the ad placement
unit and wherein the router is configured to choose the ad
placement unit from the plurality of ad placement units responsive
to the managed measures of advertisement avails and the assigned
predefined proportions, and wherein the router is configured to
choose the ad placement unit from the plurality of ad placement
units by choosing the ad placement unit for which the managed
measure is farthest from the assigned predefined proportion.
16. The apparatus of claim 15, wherein the router is configured to
direct the received client request to the chosen ad placement unit
by forwarding the client request from the router to the chosen ad
placement unit.
17. The apparatus of claim 15, wherein the router is configured to
direct the received client request to the chosen ad placement unit
by sending to a client from which the client request was received,
a redirection instruction to forward the client request to the
chosen ad placement unit.
18. The apparatus of claim 15, wherein the router is configured to
modify a format of the received client request, so as to match a
format expected by the chosen ad placement unit, before directing
the received client request to the chosen ad placement unit.
19. The apparatus of claim 15, wherein the router is configured to
choose the ad placement unit from the plurality of ad placement
units at least partially responsive to information on the user from
which the request was received.
20. The apparatus of claim 15, wherein the router is configured to
choose the ad placement unit from the plurality of ad placement
units in a manner giving preference to directing requests from a
specific client to multiple ad placement units.
Description
FIELD OF THE INVENTION
[0001] The present invention relates generally to video
distribution, and particularly to monetization of distributed video
via advertising.
BACKGROUND
[0002] Adaptive bitrate (ABR) video streams are used to deliver
video streams to clients. When a client requests video content, the
client is serviced with a manifest which includes a list of links,
such as URL addresses, of files containing fragments of the
requested video content. The manifest may include multiple links
for a single fragment of the video content, corresponding to
different bitrates and/or resolutions.
[0003] For pre-existing video assets, the manifest contains links
to fragments covering the entire video asset. For real-time linear
streams, the manifest may contain links to a sub-portion of the
video asset, along with one or more links to further manifests to
be requested by the client as the stream progresses. Alternatively,
the manifest indicates a function used by the client to
programmatically determine fragment URLs forward in time.
[0004] US Patent Publication 2017/0188054 to Ma et al., titled:
"Method and System for Optimized Media Delivery", describes a
system in which an origin server receives content requests from
clients and generates a manifest file tailored to the clients
location, so that the files indicated by the manifest are serviced
from a local cache. The manifest is either returned to the client
from the origin server or from the local cache.
[0005] An important source of revenue for the provided video
content insertion of advertisements in the video content. Video
streams are designed with slots, also known as avails, to be filled
in with advertisements when the stream is provided to a client. In
some cases, the revenue from the advertisements is split between a
content provider, providing the video content, and a video
distributor (e.g., a cable operator), which delivers the video
content to the viewers. A problem arises in how to split the slots
or the revenue from the advertisements between the content provider
and the video distributor.
[0006] U.S. Patent Publication 2013/0254041 to Sherwin et al.,
titled: "Method for Delivering Fair Advertising Inventory Splits
Given Position Preferences", suggests splitting slots at random
between the content provider and the cable operator, according to
inventory split percentages.
[0007] US Patent Publication 2011/0302600 to Kelsen et al., titled:
"Multicast Video Advertisement Insertion Using Routing Protocols"
describes a method of inserting advertisements into a broadcast
video, at local locations, without employing complex insertion
units at these local locations.
SUMMARY
[0008] Embodiments of the present invention that are described
hereinbelow provide methods and apparatus for splitting
advertisement insertion between different ad placement units
managed by the same entity or by different advertisement insertion
entities.
[0009] There is therefore provided in accordance with embodiments
of the invention, a method of providing a video manifest to a
client, including managing, by a router, for each of a plurality of
ad placement units, a measure of advertisement avails provided by
the router to the ad placement unit for filling with
advertisements, receiving, at the router, a client request for a
video content, choosing, by the router, an ad placement unit from
the plurality of ad placement units, to select advertisements to be
placed in avails of the requested video content, at least partially
responsive to the managed measures of advertisement avails, and
directing the received client request to the chosen ad placement
unit.
[0010] Optionally, managing the measure of advertisement avails
comprises counting the number of requests directed to each of the
ad placement units and/or counting the number of avails in the
requests directed to each of the ad placement units. Alternatively
or additionally, managing the measure of advertisement avails
comprises counting the number of avails actually filled by each of
the ad placement units.
[0011] Optionally, directing the received client request to the
chosen ad placement unit comprises forwarding the client request
from the router to the chosen ad placement unit. Optionally,
directing the received client request to the chosen ad placement
unit comprises sending to a client from which the client request
was received, a redirection instruction to forward the client
request to the chosen ad placement unit.
[0012] Optionally, each of the plurality of ad placement units is
assigned a predefined proportion assigned to the ad placement unit
and choosing the ad placement unit is responsive to the managed
measures of advertisement avails and the assigned predefined
proportions. Optionally, choosing the ad placement unit from the
plurality of ad placement units comprises choosing the ad placement
unit for which the managed measure is farthest from the assigned
predefined proportion. Optionally, choosing the ad placement unit
from the plurality of ad placement units comprises choosing
responsive to current efficiency scores of the ad placement
units.
[0013] Optionally, the current efficiency scores of the ad
placement units are dependent on current income received by the ad
placement units for filling avails. Optionally, the current
efficiency scores of the ad placement units are dependent on
measures of current load on the ad placement units. Optionally,
choosing the ad placement unit from the plurality of ad placement
units comprises choosing at least partially responsive to
information on the user from which the request was received.
Optionally, choosing the ad placement unit from the plurality of ad
placement units comprises choosing in a manner giving preference to
directing requests from a specific client to multiple ad placement
units. Optionally, the method includes modifying a format of the
received client request, before directing the received client
request to the chosen ad placement unit.
[0014] There is further provided in accordance with embodiments of
the invention, an apparatus for providing a video manifest to a
client, comprising at least one interface for communicating with a
plurality of clients and a plurality of ad placement units, a
router configured to manage for each of the plurality of ad
placement units, a measure of advertisement avails provided by the
router to the ad placement unit for filling with advertisements, to
receive requests for video content from the clients, to choose for
each received request an ad placement unit from the plurality of ad
placement units, to handle the request, at least partially
responsive to the managed measures of advertisement avails; and to
direct the received client request to the chosen ad placement
unit.
[0015] Optionally, the router is configured to direct the received
client request to the chosen ad placement unit by forwarding the
client request from the router to the chosen ad placement unit.
Optionally, the router is configured to direct the received client
request to the chosen ad placement unit by sending to a client from
which the client request was received, a redirection instruction to
forward the client request to the chosen ad placement unit.
Optionally, the router is configured to modify a format of the
received client request, so as to match a format expected by the
chosen ad placement unit, before directing the received client
request to the chosen ad placement unit. Optionally, the router is
configured to choose the ad placement unit from the plurality of ad
placement units at least partially responsive to information on the
user from which the request was received. Optionally, the router is
configured to choose the ad placement unit from the plurality of ad
placement units in a manner giving preference to directing requests
from a specific client to multiple ad placement units.
[0016] The present invention will be more fully understood from the
following detailed description of the embodiments thereof, taken
together with the drawings in which:
BRIEF DESCRIPTION OF THE DRAWINGS
[0017] FIG. 1 is a video provision system, in accordance with an
exemplary embodiment of the invention.
DETAILED DESCRIPTION OF EMBODIMENTS
[0018] An aspect of some embodiments of the present invention
relates to a system for placing advertisement links in video
manifests. The system includes a plurality of ad placement units,
which insert advertisement links into manifests, and a router,
which distributes video requests between the ad placement units
according to a predefined rule on splitting the video requests
between the ad placement units.
[0019] The splitting of the advertisement insertion between
different ad placement units allows separate placement of
advertisements by different entities without the entities exposing
their advertisement strategies to each other. In some embodiments,
the different ad placement units use different rules and/or
different targeting metadata in selecting the advertisements to be
placed in the avails.
[0020] FIG. 1 is a schematic illustration of a video provision
system 100, in accordance with an embodiment of the invention.
System 100 includes a manifest provision system 106, and a content
distribution network (CDN) 120. Clients 110 send requests for video
content (e.g., video playback requests), over the Internet 138 or
any other suitable network, to manifest provision system 106.
Manifest provision system 106 responds to each request with a
corresponding manifest listing video data blocks forming the
requested video content. Client 110 then retrieves the video
content blocks from CDN 120.
[0021] Manifest provision system 106 comprises a plurality of ad
placement units 102 and a router 104. Client requests directed to
manifest provision system 106 are directed to router 104, which
chooses for each client request an ad placement unit 102 to handle
the request, according to one or more predefined rules on splitting
the video requests between the ad placement units 102. The requests
are then forwarded to the chosen ad placement unit 102. Ad
placement units 102 retrieve a manifest listing video blocks
corresponding to the requested video content, select advertisements
to be provided in avails of the retrieved manifest and insert the
selected advertisements to the avails of the manifest. The manifest
is then provided to the client 110 using any of the methods
discussed hereinbelow.
[0022] The advertisement selection is optionally performed in each
ad placement unit 102 by an internal advertisement decision server
(ADS). The ADS receives targeting metadata and accordingly selects
advertisements to be placed in the avails of the video content. The
targeting metadata optionally includes information on the content
of the video stream, demographic information on the viewers
receiving the video stream, and/or information on what the viewers
previously viewed. The insertion of the advertisements into the
avails is optionally performed by a suitable manifest manipulator
(MM). The manifest manipulator operates using any suitable method
known in the art, such as any of the methods described in U.S. Pat.
No. 8,799,943, titled: "Method and System for Efficient Manifest
Manipulation", which is incorporated herein by reference in its
entirety.
[0023] The manifest provided by the ad placement unit 102,
optionally covers the entire requested video content. This option
may be used, for example, when the requested video content is a
stored video, such as in a video on demand (VOD) service.
Alternatively, the provided manifest covers only a short segment of
the requested video, for example covering several seconds. To
receive further segments of the requested video, the client
optionally resends the request and receives a manifest
corresponding to a subsequent segment of the video content.
Alternatively, the manifest includes a link to one or more further
manifests that the client should request to receive further
portions of the requested video content.
[0024] The system configuration shown in FIG. 1 is an example
configuration, which is chosen purely for the sake of conceptual
clarity. Alternatively, any other suitable system configuration can
be used. Generally, the different elements of system 100 may be
implemented using software, hardware or a combination of hardware
and software elements. In some embodiments, ad placement units 102
and/or router 104 comprise a general-purpose processor programmed
in software to carry out the functions described herein. The
software may be downloaded to the computer in optical or electronic
form, over a network, for example, or it may, additionally or
alternatively, be provided and/or stored on non-transitory tangible
media, such as magnetic, optical, or electronic memory. Ad
placement units 102 may be grouped together in a single location or
even in a single package or may be distributed in separate
locations, possibly separated by more than a kilometer or even more
than 100 kilometers. Router 104 optionally comprises one or more
interfaces 162 through which it connects to Internet 138 and
clients 110. Additionally, router 104 comprises one or more
interfaces 164 through which the router connects to ad placement
units 102. Alternatively, the same interface is used to communicate
with both clients 110 and ad placement units 102. Router 104 also
comprises a processor 160, which carries out at least some of the
tasks of the router.
[0025] In some embodiments, router 104 comprises a redirection
router, which sends a redirection message to the client in response
to the client manifest request. The redirection message causes the
client to resend the request to the chosen ad placement unit 102.
In some embodiments, the client requests are sent as HTTP requests
and ad placement units 102 provide the manifests in accordance with
the HTTP protocol. Optionally, in accordance with these
embodiments, the redirection message comprises an HTTP redirection
message.
[0026] In embodiments in which router 104 operates as a redirection
router, the manifest with the advertisement links inserted into the
avails is optionally provided to the client 110 by the ad placement
unit 102 directly, without passing through router 104.
[0027] In other embodiments, router 104 comprises a proxy router,
which forwards client requests to the corresponding chosen ad
placement unit 102. In these embodiments, the manifest with the
advertisement links inserted into the avails is provided back to
router 104, which forwards the manifest back to the client 110.
[0028] Optionally, before forwarding a manifest to client 110,
router 104, whether operating as a redirection router or as a proxy
router, modifies any pointers therein that point to the ad
placement unit 102, so that the modified pointers point to the
router 104.
[0029] The one or more predefined rules on splitting the video
requests between the ad placement units 102, include, in some
embodiments, a predefined percentage distribution between the ad
placement units 102. For example, router 104 may be configured to
split the advertisement avails in a 70:30 distribution between two
ad placement units 102.
[0030] The predefined percentage distribution may relate to the
number of requests, the number of avails estimated to be in the
video content referred to by the requests, the number of avails
actually filled with advertisements, the number of advertisements
viewed at least partially (sometimes referred to as ad
impressions), the number of advertisements viewed to their
completion, and/or any other suitable measure of assigned
advertisements. Optionally, router 104 keeps track of the revenues
received for the advertisements inserted to manifests by each of
the ad placement units 102 and accordingly the requests are
assigned to the ad placement units 102.
[0031] In some embodiments, the one or more predefined rules depend
only on a single one of the above measures of the advertisements
assigned to each ad placement unit 102. In other embodiments, the
one or more predefined rules depend on a weighted sum or any other
suitable function of a plurality of the above measures.
[0032] Optionally, router 104 keeps track of the number of requests
forwarded to each of the ad placement units 102 and accordingly ad
placement units 102 for subsequent requests are chosen.
Alternatively or additionally, router 104 keeps track of the number
of avails in the requests provided to each of the ad placement
units 102.
[0033] In some embodiments, router 104 monitors the manifests
transmitted from the ad placement units 102 to the clients 110, and
collects statistics on the advertisements the manifests include.
These statistics are optionally used in adjusting the selection of
ad placement unit 102. In some embodiments, router 104 monitors
information transmitted from the clients 110 on the actual ad
impressions or ad completions (i.e., notifications that ads were
displayed until their completion) and uses this information in
managing the splitting of requests between ad placement units
102.
[0034] In some embodiments, the ad placement unit 102 to which a
specific request is forwarded, is selected randomly with weights
selected responsive to the tracked number of requests forwarded to
each of the ad placement units 102. Alternatively, at each time
point, the ad placement unit 102 whose proportion of assigned
requests and/or avails is farthest from a predefined proportion
assigned to the ad placement unit 102 is selected. In some
embodiments, the router 104 selects the ad placement unit 102 that
if selected will move the total average closest to the predefined
percentage distribution.
[0035] In one embodiment, given as an example, router 104 is
configured with a desired ratio R.sub.pu for each of the ad
placement units 102, where PU designates an identification of the
ad placement unit. In addition, router 104 keeps track of the
number AD.sub.pu of avails delivered to each of the ad placement
units 102 and of a total number of avails AD.sub.tot delivered to
all the ad placement units 102. For each received request, router
104 selects an ad placement unit 102 with:
max(R.sub.pu-AD.sub.pu/AD.sub.tot).
[0036] In other embodiments, in addition to attempting to converge
in the long run to the predefined percentage distribution, router
104 chooses corresponding ad placement units 102 for received
requests, based on short term efficiency considerations. In some
embodiments, for each received client request, router 104
determines for each ad placement unit 102 an efficiency score which
indicates a current efficiency of handling the received request by
the specific ad placement unit 102. The choosing of the ad
placement unit 102 that is to handle a received request is
performed at least partially responsive to the efficiency scores of
the ad placement units 102.
[0037] The efficiency score is optionally a function of time. In
some embodiments, router 104 manages for each ad placement unit 102
a record which indicates for the ad placement unit 102, the
efficiency score for each time interval. For example, a first
efficiency score value is assigned for work hours, a second
efficiency score value is assigned for night hours and a third
value is assigned for weekends and holidays. Alternatively or
additionally, router 104 receives from the ad placement units 102
periodic updates on the load, percentage of avails being filled
and/or any other efficiency parameters, and accordingly sets their
current efficiency score.
[0038] In some embodiments, the efficiency score for each ad
placement unit 102 is a function of a proximity between the client
and the ad placement unit 102. In other embodiments, the efficiency
score is a function of the current average revenue received by the
ad placement unit 102 for placing advertisements in avails. Giving
short term preference to an ad placement unit 102 currently
achieving a high revenue per avail could increase the overall
income of all the ad placement units 102. Alternatively or
additionally, the efficiency score is a function of an average
response time between receiving a request by the ad placement unit
102 and returning a manifest with inserted advertisement links. The
response time could be indicative of the ease of the ad placement
units 102 to fill avails with advertisements. Another parameter
which is used in some embodiments in determining the efficiency, is
advertisement metadata, such as advertisement type. Some types of
advertisements are less preferred and therefore are indicative of
low efficiency of the ad placement units 102 that use them.
[0039] In some embodiments, router 104 receives rules on types of
ads that are to be preferred or avoided by specific clients and/or
video content. In addition, router 104 monitors the types of ads
currently provided by each of ad placement units 102, and
accordingly assigns efficiency scores to the ad placement units
102.
[0040] Router 104 optionally chooses the ad placement unit 102 with
the highest efficiency score to handle a received request, provided
that the difference (R.sub.pu-AD.sub.pu)/AD.sub.tot is not greater
than a predetermined threshold. Alternatively, the ad placement
unit 102 to handle each received request is selected using a
function which takes both the efficiency score and the difference
from the predefined ratio into account. In some embodiments, the
selection of the ad placement unit 102 depends at least partially
on user information about the user from which the request was
received. Optionally, the data about the user is received from the
user with the request. Alternatively or additionally, the data
about the user is received from a data management platform 124.
Alternatively, router 104 comprises a database (DB) 116 in which
information about previous requests of users and/or clients is
collected. When a request of a user is received, database 116 is
consulted to retrieve information about the client and/or user from
which the request was received and accordingly the ad placement
unit 102 to receive the request is selected.
[0041] The user information used by router 104 in choosing an ad
placement unit 102, includes, in some embodiments, demographic
information, such as age, gender, education, profession and/or
income level. Optionally, the user information comprises location
information indicating the user's residence (e.g., postal code)
and/or current location. Alternatively or additionally, the user
information comprises information on shopping habits of the user
and/or on purchase agreements for given periods, which are coming
up for renewal. Such purchase agreements may relate, for example,
to insurance, car lease and/or service agreements.
[0042] In some embodiments, the splitting of the requests between
the ad placement units 102 is designed such that different requests
from the same user and/or client are sent to different ad placement
units 102, such that over time the client will be exposed to the
advertisement pools of all the ad placement units 102. For example,
when the requested video content is a live video stream (e.g.,
television channel), each manifest supplied to the client generally
covers a short segment of the requested video content and the
client repeatedly sends requests for further segments of the video
content. Probe 104 optionally forwards requests relating to the
same video stream to ad placement units 102 without relation to the
fact that the requests relate to the same video stream.
Alternatively, probe 104 gives preference to passing manifests
belonging to the same video stream to different ad placement units
102. In other embodiments, however, requests for manifests relating
to the same video content are transferred to the same ad placement
unit 102, or preference is given to passing the requests to the
same ad placement unit 102.
[0043] In some cases, different ad placement units 102 expect to
receive client requests in different formats, or are more efficient
when client requests are received in a specific preferred format of
that specific ad placement unit 102. The different formats
optionally differ in the metadata they expect to receive with the
requests or in the format of the metadata they expect to
receive.
[0044] In some embodiments, after choosing the ad placement unit
102 to receive a specific request, router 104 converts the specific
request into the corresponding format of the chosen ad placement
unit 102. The conversion may include addition of information to the
request or removal of information from the request. Alternatively
or additionally, the conversion includes modification of
information in the request into a different format. For example,
some ad placement units 102 expect to receive location information
of the client in the format zip=ZIPCODE, while others expect the
format location=ZIPCODE. Router 104 is optionally configured with
the format required by each ad placement unit 102 and converts
client requests to the required format.
[0045] Each of the ad placement units 102 optionally selects the
advertisements to be placed in the avails according to its own
rules, generally unrelated to the rules used by the other ad
placement units 102. The different ad placement units 102
optionally select the advertisements from different advertisement
pools and/or based on different business relationships. Optionally,
different ad placement units 102 use different ad-sales strategies
in selecting the advertisements. In some embodiments, the different
ad placement units 102 use different metadata regarding the viewers
in selecting the advertisements to insert to avails. The metadata
may include, for example, age, gender and/or location. In some
embodiments different ad placement units 102 use different metadata
parameters. Optionally, different ad placement units 102 use
different geographical granularities in selecting advertisements.
For example, a first ad placement unit 102 may have different
advertisement rules for different states, such that all clients
from the same state generally receive the same advertisements,
while a second ad placement unit 102 selects different
advertisements for different cities or for different postal
codes.
[0046] For example, one ad placement unit 102 may select
advertisements based on location of the viewers, while another ad
placement unit 102 may select advertisements based on demographic
data associated with the viewers of a particular program. For
example, the ad placement unit 102 may select for a specific video
program known to attract young males, advertisements directed to
18-34 year old males.
[0047] It will be appreciated that the embodiments described above
are cited by way of example, and that the present invention is not
limited to what has been particularly shown and described
hereinabove. Rather, the scope of the present invention includes
both combinations and subcombinations of the various features
described hereinabove, as well as variations and modifications
thereof which would occur to persons skilled in the art upon
reading the foregoing description and which are not disclosed in
the prior art.
* * * * *