Abstract:
A computer implemented method, computer program product, and data processing system for managing advertisements in an Internet Protocol (IP) streaming environment by defining a viewership threshold, monitoring the Internet Protocol streaming environment, and responsive to reaching the viewership threshold, programming alternate advertisements.

Description:
BACKGROUND OF THE INVENTION 
       [0001]    1. Field of the Invention 
         [0002]    The present invention relates to data processing systems, and in particular to Internet Protocol (IP) streaming technologies. More particularly, the present invention relates to an on demand dynamic advertisement insertion in an Internet Protocol stream. 
         [0003]    2. Description of the Related Art 
         [0004]    Advertising timeslots are traditionally purchased based on historic trends in broadcast viewership. Polls such as the Nielsen ratings attempt to inform media outlets and advertisers as to the worth of an advertising time slot. Nielsen Media Research headquarters are located in New York, N.Y. Sweeps is a period, typically a week, each fall, winter, and spring when television ratings are accrued, studied, and advertising rates are reset. 
         [0005]    Television content delivery has undergone an evolution with the advent of the Internet Protocol based media presentation. Instead of passively receiving television and radio signals, the viewers may contact providers and request media, such as subscription television services, pay for view, and streaming video. Media providers may provide both multicast groups and unicast streams to the viewer, based on viewer requests. A multicast is the delivery of information to a group of destinations simultaneously. A unicast is the delivery of media in the form of information packets to a single destination. Internet Protocol streaming television content or an Internet Protocol streaming telecast, as used herein, is the image, sound, or content of a combined audio and video presentation, independent of the device in which the content is received. As such, an Internet Protocol streaming telecast may be viewed on a traditional television set, as well as a personal computer, telephone, PDA or any device in which combined audio and video may be received. An Internet Protocol streaming telecast may be received via a multicast or unicast signal. 
         [0006]    Current television sets can receive an Internet Protocol streamed telecast by using a two-way digital broadcast signal. The signal may be sent through a switched telephone or cable network by way of a broadband connection and a set top box programmed with software that can handle viewer requests to access many available media sources. The viewer&#39;s television set may connect to a set top box that decodes the Internet Protocol video and converts it into standard television signals. The viewer can access different telecasts by using the television remote to send control commands to the switched video service. The unit processes the request and displays the requested media type. 
         [0007]    SIP, the Session Initiation Protocol, is a signaling protocol for Internet conferencing, telephony, presence, events notification, and instant messaging. SIP is a text-based protocol, similar to HTTP and SMTP, for initiating interactive communication sessions between users. Such sessions include voice, video, chat, interactive games, and virtual reality. SIP was developed within the IETF MMUSIC (Multiparty Multimedia Session Control) working group. 
       SUMMARY OF THE INVENTION 
       [0008]    The illustrative embodiments provide a computer implemented method, computer program product, and data processing system, for managing advertisements in an Internet Protocol (IP) streaming environment by defining a viewership threshold, monitoring the Internet Protocol streaming environment, and responsive to reaching the viewership threshold, programming alternate advertisements. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0009]    The novel features believed characteristic of the invention are set forth in the appended claims. The invention itself, however, as well as a preferred mode of use, further objectives and advantages thereof, will best be understood by reference to the following detailed description of an illustrative embodiment when read in conjunction with the accompanying drawings, wherein: 
           [0010]      FIG. 1  depicts a network of data processing systems in which illustrative embodiments may be implemented; 
           [0011]      FIG. 2  shows a block diagram of a data processing system in which illustrative embodiments may be implemented; 
           [0012]      FIG. 3  is a diagram of a Transmission Control Protocol/Internet Protocol (TCP/IP) and similar protocols in accordance with the illustrative embodiments of the present invention; 
           [0013]      FIG. 4  is a diagram indicating the steps in establishing a SIP based subscription in accordance with the illustrative embodiments; 
           [0014]      FIG. 5  is a block diagram depicting modules and interfaces of the advertising management system in accordance with the illustrative embodiments; 
           [0015]      FIG. 6  is a flow chart illustrating the processes of the utilization analyzer of the advertisement management system in accordance with the illustrative embodiments; 
           [0016]      FIG. 7  is a table picturing a sample of the advertisement data that may be found in a meta data advertisement list of the advertisement management system in accordance with the illustrative embodiments; 
           [0017]      FIG. 8  is a flow chart that depicts the steps implemented in the playlist manager module of the advertisement management system in accordance with the illustrative embodiments; and 
           [0018]      FIG. 9  shows a flow chart of the top-level operations of the advertisement management system in accordance with the illustrative embodiments. 
       
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT 
       [0019]    With reference now to the figures and in particular with reference to  FIGS. 1-2 , exemplary diagrams of data processing environments are provided in which illustrative embodiments may be implemented. It should be appreciated that  FIGS. 1-2  are only exemplary and are not intended to assert or imply any limitation with regard to the environments in which different embodiments may be implemented. Many modifications to the depicted environments may be made. 
         [0020]    With reference now to the figures,  FIG. 1  depicts a representation of a network of data processing systems in which illustrative embodiments may be implemented. Network data processing system  100  is a network of computers in which embodiments may be implemented. Network data processing system  100  contains network  102 , which is the medium used to provide communications links between various devices and computers connected together within network data processing system  100 . Network  102  may include connections, such as wire, wireless communication links, or fiber optic cables. 
         [0021]    In the depicted example, server  104  and server  106  connect to network  102  along with storage unit  108 . These servers could represent VoD, Middleware or Ad servers. In addition, clients  110 ,  112 , and  114  connect to network  102 . These clients  110 ,  112 , and  114  may be, for example, personal computers or network computers. In the depicted example, server  104  provides data, such as boot files, operating system images, and applications to clients  110 ,  112 , and  114 . Clients  110 ,  112 , and  114  are clients to server  104  in this example. Network data processing system  100  may include additional servers, clients, and other devices not shown. 
         [0022]    In the depicted example, network data processing system  100  is the Internet with network  102  representing a worldwide collection of networks and gateways that use the Transmission Control Protocol/Internet Protocol (TCP/IP) suite of protocols to communicate with one another. At the heart of the Internet is a backbone of high-speed data communication lines between major nodes or host computers, consisting of thousands of commercial, governmental, educational, and other computer systems that route data and messages. Of course, network data processing system  100  also may be implemented as a number of different types of networks, such as for example, an intranet, a local area network (LAN), or a wide area network (WAN).  FIG. 1  is intended as an example, and not as an architectural limitation for different embodiments. 
         [0023]    With reference now to  FIG. 2 , a block diagram of a data processing system is shown in which illustrative embodiments may be implemented. Data processing system  200  is an example of a computer, such as server  104  or client  110  in  FIG. 1 , in which computer usable code or instructions implementing the processes may be located for the illustrative embodiments. 
         [0024]    In the depicted example, data processing system  200  employs a hub architecture including a north bridge and memory controller hub (MCH)  202  and a south bridge and input/output (I/O) controller hub (ICH)  204 . Processor  206 , main memory  208 , and graphics processor  210  are coupled to north bridge and memory controller hub  202 . Graphics processor  210  may be coupled to the MCH through an accelerated graphics port (AGP), for example. 
         [0025]    In the depicted example, local area network (LAN) adapter  212  is coupled to south bridge and I/O controller hub  204  and audio adapter  216 , keyboard and mouse adapter  220 , modem  222 , read only memory (ROM)  224 , universal serial bus (USB) ports and other communications ports  232 , and PCI/PCIe devices  234  are coupled to south bridge and I/O controller hub  204  through bus  238 , and hard disk drive (HDD)  226  and CD-ROM drive  230  are coupled to south bridge and I/O controller hub  204  through bus  240 . PCI/PCIe devices may include, for example, Ethernet adapters, add-in cards, and PC cards for notebook computers. PCI uses a card bus controller, while PCIe does not. ROM  224  may be, for example, a flash binary input/output system (BIOS). Hard disk drive  226  and CD-ROM drive  230  may use, for example, an integrated drive electronics (IDE) or serial advanced technology attachment (SATA) interface. A super I/O (SIO) device  236  may be coupled to south bridge and I/O controller hub  204 . 
         [0026]    An operating system runs on processor  206  and coordinates and provides control of various components within data processing system  200  in  FIG. 2 . The operating system may be a commercially available operating system such as Microsoft® Windows® XP (Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both). An object oriented programming system, such as the Java™ programming language, may run in conjunction with the operating system and provides calls to the operating system from Java programs or applications executing on data processing system  200  (Java and all Java-based trademarks are trademarks of Sun Microsystems, Inc. in the United States, other countries, or both). 
         [0027]    Instructions for the operating system, the object-oriented programming system, and applications or programs are located on storage devices, such as hard disk drive  226 , and may be loaded into main memory  208  for execution by processor  206 . The processes of the illustrative embodiments may be performed by processor  206  using computer implemented instructions, which may be located in a memory such as, for example, main memory  208 , read only memory  224 , or in one or more peripheral devices. 
         [0028]    The hardware in  FIGS. 1-2  may vary depending on the implementation. Other internal hardware or peripheral devices, such as flash memory, equivalent non-volatile memory, or optical disk drives and the like, may be used in addition to or in place of the hardware depicted in  FIGS. 1-2 . Also, the processes of the illustrative embodiments may be applied to a multiprocessor data processing system. 
         [0029]    In some illustrative examples, data processing system  200  may be a personal digital assistant (PDA), which is generally configured with flash memory to provide non-volatile memory for storing operating system files and/or user-generated data. A bus system may be comprised of one or more buses, such as a system bus, an I/O bus and a PCI bus. Of course the bus system may be implemented using any type of communications fabric or architecture that provides for a transfer of data between different components or devices attached to the fabric or architecture. A communications unit may include one or more devices used to transmit and receive data, such as a modem or a network adapter. A memory may be, for example, main memory  208  or a cache such as found in north bridge and memory controller hub  202 . A processing unit may include one or more processors or CPUs. The depicted examples in  FIGS. 1-2  and above-described examples are not meant to imply architectural limitations. For example, data processing system  200  also may be a tablet computer, laptop computer, or telephone device in addition to taking the form of a PDA. 
         [0030]    The Internet is a global network of computers and networks joined together by means of gateways that handle data transfer and the conversion of messages from a protocol of the sending network to a protocol used by the receiving network. On the Internet, any computer may communicate with any other computer with information traveling over the Internet through a variety of languages, also referred to as protocols. The set of protocols used on the Internet is called Transmission Control Protocol/Internet Protocol (TCP/IP). With respect to transferring data over the Internet, the World Wide Web environment is used. This environment is also referred to simply as “the Web”. The Web is a mechanism used to access information over the Internet. 
         [0031]    In the Web environment, servers and clients may effect data transactions using the hypertext transfer protocol (HTTP), a known protocol for handling the transfer of various data files, such as text files, graphic images, animation files, audio files, and video files. On the Web, the information in various data files is formatted for presentation to a user by a standard page description language, the hypertext markup language (HTML). Documents using HTML are also referred to as Web pages. Web pages are connected to each other through links or hyperlinks. These links allow for a connection or link to other Web resources identified by a universal resource identifier (URI), such as a uniform resource locator (URL). 
         [0032]    An Application Programming Interface (API) is the interface that a computer system, library or application provides in order to allow requests for services to be made of it by other computer programs, and/or to allow data to be exchanged between them. 
         [0033]    SIP, the Session Initiation Protocol, is a typical signaling protocol for Internet conferencing, telephony, presence, events notification, and instant messaging. Such sessions include voice, video, chat, interactive games, and virtual reality. As a text based, request/response protocol, SIP is similar to HTTP and SMTP, however SIP is peer to peer. SIP is a signaling protocol for creating, modifying, and destroying dialogs between multiple endpoints. SIP headers are similar to HTTP header fields in both syntax and semantics. The following request messages are defined by the core SIP protocol, INVITE, which invites a participant to a session, BYE, which ends a client&#39;s participation in a session, CANCEL, which terminates a transaction, ACK, which is acceptance, and REGISTER, which informs a SIP server about the location of a user and OPTIONS, which queries a participant about their media capabilities. 
         [0034]      FIG. 3  is a diagram of a Transmission Control Protocol/Internet Protocol (TCP/IP) and similar protocols in accordance with the illustrative embodiments. TCP/IP and similar protocols are utilized by communications architecture  300 . In this example, communications architecture  300  is a 4-layer system. This architecture includes application layer  302 , transport layer  304 , network layer  306 , and link layer  308 . Each layer is responsible for handling various communications tasks. Link layer  308  also is referred to as the data-link layer or the network interface layer and normally includes the device driver in the operating system and the corresponding network interface card in the computer. This layer handles all the hardware details of physically interfacing with the network media being used, such as optical cables or Ethernet cables. 
         [0035]    Network layer  306  also is referred to as the internet layer and handles the movement of packets of data around the network. For example, network layer  306  handles the routing of various packets of data that are transferred over the network. Network layer  306  in the TCP/IP suite is comprised of several protocols, including Internet Protocol (IP), Internet Control Message Protocol (ICMP), and Internet Group Management Protocol (IGMP). 
         [0036]    Next, transport layer  304  provides an interface between network layer  306  and application layer  302  that facilitates the transfer of data between two host computers. Transport layer  304  is concerned with things such as, for example, dividing the data passed to it from the application into appropriately sized chunks for the network layer below, acknowledging received packets, and setting timeouts to make certain the other end acknowledges packets that are sent. In the TCP/IP protocol suite, two distinctly different transport protocols are present, TCP and User Datagram Protocol (UDP). TCP provides reliability services to ensure that data is properly transmitted between two hosts, including dropout detection and retransmission services. 
         [0037]    Conversely, UDP provides a much simpler service to the application layer by merely sending packets of data called datagrams from one host to the other, without providing any mechanism for guaranteeing that the data is properly transferred. When using UDP, the application layer must perform the reliability functionality. 
         [0038]    Application layer  302  handles the details of the particular application. Many common TCP/IP applications are present for almost every implementation, including a Telnet for remote login; a file transfer protocol (FTP); a simple mail transfer protocol (SMTP) for electronic mail; and a simple network management protocol (SNMP). 
         [0039]      FIG. 4  is a diagram indicating the steps in establishing a SIP based subscription in accordance with the illustrative embodiments. The SIP interface operates at level  4  of the Internet Protocol Stack in the application layer, such as application layer  302  of  FIG. 3 . Therefore, this invention is primarily a level  4  application, using the network services at the lower levels for delivery. A subscription is an agreement to receive or be given access to electronic services. 
         [0040]    SIP enabled video-on-demand (VoD) server  402 , such as server  200  of  FIG. 2 , is indicated in the left portion of the figure. Proxy server  404 , another example of a server such as server  200  of  FIG. 2 , is indicated in the center of the figure and subscriber workstation  406  is indicated in the right portion of the figure. Workstation  406  is an example of client  106  of  FIG. 1 . Steps  408 - 420  to establish a SIP based subscription are indicated by the arrows. Subscriber workstation  406  initiates the call to the Video on Demand server (step  408 ). This request is captured by proxy server  404 . Video on Demand server  402  sends the corresponding Session Description Protocol (SDP) information (step  410 ). Session Description Protocol is a format for describing streaming media initialization parameters. Session Description Protocol is intended for describing multimedia sessions for the purposes of session announcement, session invitation, and other forms of multimedia session initiation. Step  410  is also captured by proxy server  404 . 
         [0041]    Through proxy server  404 , the Internet Protocol sampler such as Internet Protocol sampler  510  illustrated in  FIG. 5 , has access to the Session Description Protocol record. Contained within the Session Description Protocol record is connection information that may be used to identify the subscription and session time information that may identify when the session started and when the session terminated. Subscriber workstation  406  sends an acknowledgment back through proxy server  404  to Video on Demand (VoD) server  402  (step  412 ). The media session, Session Description Protocol response, as well as the bye and the bye acknowledgement are as shown in steps  414 - 420 . 
         [0042]    The illustrative embodiments provide an Advertisement Management system (hereinafter AM system) in an Internet Protocol streaming environment that allows for automatically updating advertising programming based upon viewer utilization data. An Internet Protocol streaming environment is an environment in which an IP provider streams audio, video, or audio and video to a user. The illustrative embodiments may be implemented on an Internet Protocol network, such as network  102  in  FIG. 1 . An advertisement as used herein is a paid announcement or a public notice inserted into the Internet Protocol streaming environment. The AM system may require access to the real time or near real time network statistics captured by the Internet Protocol middleware software or the Operational Support System software that connects to the network management system. The TCP/IP package header may provide information relating to the consumer and the content selected. The information may also be provided through an Internet Protocol service provider system of “click awareness.” Click awareness is a method of determining and recording user selections. 
         [0043]    Consider an example case of Internet Protocol service provider Alpha. Alpha provides streaming video telecasts to customers using several routes of delivery. A telecast, as used herein, is audio and/or video content streamed over an Internet Protocol environment. The routes include multicast video via a set top box or web cast technologies, and unicast services such as video-on-demand (VoD). Video on Demand may also be a multicast delivery. Viewers using Alpha&#39;s services may watch the streaming video telecast live or record the streaming video telecast to watch later. Alpha provides a variety of streaming video content. In this example, a single streaming video “channel 1” will be used to illustrate the embodiments. If the same content is telecast over several channels, those several channels may be treated as one channel for the purposes of these illustrative embodiments. Those of ordinary skill in the art will appreciate that an Internet Protocol service provider may choose to manage all advertising content by implementing the illustrative embodiments. 
         [0044]    Advertiser A is willing to pay premium rates for an advertising timeslot on channel 1, but only if channel 1 has enough viewers. Advertiser B will only pay the lower rate for advertising on channel 1. In this example, the AM system will manage Alpha&#39;s advertising content by running Advertiser A commercials during high volume times and Advertiser B commercials during standard or low volume times. The AM system may also mix the Advertisers&#39; ads in a single play list. 
         [0045]    Alpha, using a configuration subsystem provided by the AM system, sets a utilization threshold to be used by the system. In this case, the threshold is defined as a utilization threshold. However, in other examples, the threshold may be defined in a wide variety of ways, such as the number of days with a high temperature over eighty degrees, so that a sunscreen advertisement may be inserted. Those of ordinary skill in the art may appreciate that such parameters may be candidates for use as a threshold. In this case, the utilization threshold is the criterion that determines a change in advertising content. Additionally in this example, utilization is the number of all viewers accessing the streaming video telecast. The utilization threshold may be configured differently for each channel and/or each timeslot. In this case, exceeding the utilization threshold triggers a change in the advertisement playlist as well as the advertising rates. The utilization threshold may be configured by the user. In another illustrative embodiment, the utilization threshold may be defined as the number of viewers that meet a particular profile, such as the number of viewers in an adult only household or the number of Spanish speaking viewers. 
         [0046]    Advertiser A sends streaming video ads A 1 , A 2 , and A 3 , and Advertiser B sends streaming video ads B 1 , B 2 , and B 3  to Alpha. Alpha stores the ad content and information about the ads, called meta data, in a content library database associated with the Internet Protocol provider content management system. The AM system accesses the Internet Protocol provider content library and creates an advertisement meta data list. The user may configure which data is collected and stored in the advertisement meta data list. 
         [0047]    The AM system contains a playlist manager. Play lists are the sequences of ads that are played together. The playlist manager checks to see if the current channel utilization exceeds the threshold utilization defined for the particular timeslot. If the playlist manager determines that the threshold utilization has not been exceeded, then the scheduled playlist will be passed to the playlist inserter subsystem. The playlist may be a list of pointers that indicate the advertisements to be played and the location of the advertisements contained in the meta data library. 
         [0048]    In this example, the play list manager creates a “playlist A” consisting of A 1 , A 2 , and A 3 , and a “playlist B” consisting of B 1 , B 2 , and B 3 . The playlist manager schedules playlist B for the channel 1 timeslot. In this example, a lower than threshold channel utilization is expected and therefore “playlist B” is the default or scheduled playlist. 
         [0049]    Prior to the scheduled time, the AM system samples the Internet Protocol stream to determine the utilization of channel 1. If the utilization threshold is not exceeded, indicating that viewership is low, “playlist B” is played as scheduled. However if the utilization threshold is exceeded, the AM system inserts “playlist A” instead of “playlist B.” The AM system detects the advertisement interrupt, records the billing rate and advertiser, and passes this information to the Internet Protocol provider&#39;s accounting system. Once determined the playlist is passed to an advertisement playing module within the Internet Protocol provider to be played. 
         [0050]      FIG. 5  is a block diagram depicting modules and interfaces of the advertising management system in accordance with the illustrative embodiments. The advertising management system may be located in a server, such as server  200 , of  FIG. 2 . Internal interfaces for this system may be an XML (Extensible Markup Language) based style of interface. The AM system  500  is a system that is contained within the Internet Protocol provider systems. AM system  500  has the following modules: playlist manager  502 , configuration manager  504 , utilization analyzer  506 , threshold manager  508 , Internet Protocol sampler  510 , and meta data advertisement list  512 . AM system  500  interconnects to Internet Protocol provider subsystems such as content library  514 , accounting system  516 , and Internet Protocol middleware  518 . Billing interface  520  is the interface between playlist manager  502  and accounting system  516  to enable access to accounting information. Playlist inserter  522  is the interface between playlist manager  502  and Internet Protocol middleware  518  to enable playlist insertion into an Internet Protocol stream segment. 
         [0051]    The Internet Protocol provider interfaces to network manager  524 . Internet Protocol sampler  510  gathers the information through the Internet Protocol provider interface to the network manager  524  to enable sampling of the multicast datagrams that are sent. A datagram is an independent, self-contained message sent over a network. 
         [0052]    Utilization analyzer  506  calculates both the baseline utilizations for each channel and the current utilization for each channel. Utilization analyzer  506  takes the SIP header invite and termination information and translates these into utilization statistics per channel. The illustrative embodiments may reside in a network that is SIP enabled to generate the SIP call information. A SIP call establishes sessions for features such as audio/videoconferencing, interactive gaming, and call forwarding to be deployed over Internet Protocol networks. 
         [0053]    Utilization analyzer  506  operates over a database that stores analytic data used at the time the utilization per channel is calculated. The illustrative embodiments provide for a scalable (either horizontal or vertical) processor, such as processing unit  206  of  FIG. 2 , to manage the in memory functions of utilization analyzer  506  and the coupling to Internet Protocol Sampler  510 . The SIP interface operates at level 4 of the Internet Protocol Stack in the application layer, such as application layer  302  of  FIG. 3 , therefore this invention is primarily a level 4 application, using the network services at the lower levels only for delivery. 
         [0054]    Threshold manager  508  determines whether a utilization threshold has been exceeded. Threshold manager  508  receives input from the user through configuration manager  504 . In another embodiment, a threshold may not be associated with a utilization threshold, but may be associated with an alert such as a weather emergency. The user may configure AM system  500  to insert an advertisement concerning storm shelters or weather band radios. In this example, however threshold manager  508  receives current utilization information from utilization analyzer  506 . Threshold manager  508  compares the current utilization information with the threshold utilization as input through configuration manager  504 . Threshold manager  508  changes the advertising playlist based on whether the utilization threshold is exceeded. 
         [0055]    Internet Protocol sampler  510  accesses network manager  524  to obtain viewer utilization data. Internet Protocol sampler  510  passes the information to utilization analyzer  506 . Meta data advertisement list  512  interconnects with Internet Protocol provider content library  514  to get meta data for the advertisements. Meta data advertisement list  512  is an advertisement meta data store of all of the advertisements that will be scheduled to play, whether in a scheduled playlist or a dynamic playlist. Content library  514  may also be contained in a relational database as well as a file system to store raw advertisement streams. 
         [0056]    Configuration manager  504  supplies and manages the data and algorithms that are user configurable in the AM system modules. Configuration manger  504  may implement graphical user interfaces (GUIs) for user data input into meta data advertisement list  512 , playlist manager  502  and threshold manager  508 . In the initial setup process for the AM system, the user, in order to create the advertisement selection criteria enters configuration data. Selection may be time based, for example, an advertisement may play only twice in a one hour period. Alternatively, selections may be demand based, for example, the advertisement will play when viewership is greater than 20% of total possible subscribers. In other words, when the current utilization of a channel exceeds a 20% threshold utilization. 
         [0057]    Playlist manager  502  works with content library  514  to identify playlist items that are scheduled. Playlist manager  502  makes the determination whether or not to override the scheduled playlist with a dynamic intelligent playlist. Playlist manager  502  makes this decision using the utilization by channel information from utilization analyzer  506 . 
         [0058]    If the threshold utilization is exceeded, the playlist manager may pass a preselected dynamic intelligent playlist from the content library  514  to Playlist inserter  522 . Alternatively, playlist manager  502  may use information from metadata advertisement list  512  to create a dynamic intelligent play list. A dynamic intelligent playlist is a playlist that overrides the playlist scheduled for a particular timeslot. In the case of Internet Protocol provider Alpha, “playlist A” is a dynamic intelligent playlist that overrides “playlist B,” the scheduled playlist. If the current utilization does not exceed the threshold utilization, playlist manager  502  passes the scheduled playlist to playlist inserter  522 . 
         [0059]    Playlist manger  502  may create a dynamic intelligent playlist at any time. For instance, a dynamic intelligent playlist may be created by the playlist manager months, days or just before the playlist is inserted into the Internet Protocol stream telecast. Once playlist manager  502  has selected the playlist, whether scheduled or dynamic, playlist manager  502  passes the playlist to playlist inserter  522 . Playlist inserter  522  interfaces with Internet Protocol middleware  518  to enable the playlist to be inserted into the Internet Protocol streaming telecast. The actual advertising playlist insertion into the Internet Protocol streaming telecast is done from within Internet Protocol provider Internet Protocol middleware  518 . In addition, playlist manager  502  sends information to billing interface  520  so that the advertiser may be billed at the correct billing rate for the advertisements that are inserted. Billing interface  520  interfaces to the Internet Protocol provider&#39;s accounting system  516 . Billing interface  520  is a backend interface for billing and rating. Billing interface  520  provides access into systems such as a general ledger system for capture of accounting information. 
         [0060]      FIG. 6  is a flow chart illustrating the processes of the utilization analyzer of the advertisement management system in accordance with the illustrative embodiments. The utilization analyzer, such as utilization analyzer  506  of AM system  500  in  FIG. 5 , is the module in the AM system that accesses the real time or near real time network statistics captured by the Operational Support System software or the Internet Protocol middleware software that connects to the network management system (steps  602  and  604 ). The utilization analyzer determines the number of Unicast subscribers (step  606 ). If multicast is supported (a yes output to step  608 ), the utilization analyzer determines the number of multicast subscribers (step  610 ). The utilization analyzer then calculates and stores the total number of subscribers (step  612 ). Returning to step  608 , if multicast is not supported, the process calculates total subscribers (steps  612 ). When calculating the total number of users, the number of interactive and prerecorded users may be identified. This may require access into the client provisioning or billing systems. Utilization totals may be updated real time or semi real time. 
         [0061]    A Quality of Service (QoS) measure may be used to determine the numbers of users that are actually active. The Internet Protocol sampler, such as Internet Protocol sampler  510  of  FIG. 5 , may use a form of “Click awareness” for the users&#39; channel selection. Viewers may also store preferences for the types of programming that they view. This data may provide another dimension to the selection algorithm used in the playlist manager, such as playlist manager  502  in  FIG. 5 , for the selection of advertisements. The Quality of Service software may be used to determine the user actions and provide the data back to user profiles. This data may be accessed by the configuration module to provide further algorithms to more accurately target playlist selections. 
         [0062]    The utilization analyzer determines the baseline utilization for each channel by obtaining the subscribers channel selection (step  614 ) and calculating the percentage of active subscribers for a channel (step  616 ). The next step is to define threshold periods (step  618 ). The utilization analyzer obtains historic statistics from the network to determine usage and utilization when making decisions on the creation of the periods. Defining threshold periods may be done by the user, using the configuration module, or the definitions may be created by an algorithm that automatically segments the day. 
         [0063]    The utilization analyzer then establishes the baseline utilization numbers by channel for each defined threshold period (step  620 ). Once a baseline of service has been established, the data will be stored in a baseline database. This baseline may be used to compare utilization once the setup is complete and the AM system is in operation. Baseline data includes but is not limited to: channel utilization, availability, pricing per segment, and rating profile. The baseline may be revisited periodically to be updated or refined based on a new channel introduction or changes to the Internet Protocol provider&#39;s business model. 
         [0064]    The utilization analyzer uses the same methodology to calculate the current utilization by channel, when an interrupt signal is received by the AM system signaling the utilization analyzer (step  622 ). The utilization analyzer calculates and then stores the percent utilization per channel for a defined threshold period (step  624 ), thus ending the process. 
         [0065]      FIG. 7  is a table picturing a sample of the advertisement data that may be found in a meta data advertisement list of the advertisement management system in accordance with the illustrative embodiments. The meta data advertisement list may not capture the content of the individual advertisements, rather the meta data advertisement list may assume a preexisting schema generated with tagged values that identify the relationship between the content meta data and the actual advertising content. The preexisting schema may be the native schema of the Internet Protocol provider. 
         [0066]    The meta data table  700  contains the name of the advertisement  702 , product being advertised  704 , type of advertisement  706 , rating of the advertisement  708 , utilization threshold  710 , time and date of the last scheduled run of the advertisement  712 , time and date of the last actual run of the advertisement  714 , and number of times the advertisement has been run to date  716 . Those of ordinary skill in the art will appreciate that many more types of meta data may be stored in the meta data table in accordance with the illustrative embodiments. 
         [0067]    First record  718  lists advertisement AD 1 . AD 1  is a musical advertisement for a beverage with a rating for general audiences. AD 1  has a utilization threshold of 10%. AD 1  may be a scheduled advertisement, it was last scheduled to run during timeslot  2  on September 15 th . However, AD 1  may also be a dynamic advertisement. If a channel achieves a utilization exceeding 10% of the subscribing viewership, AD 1  may be added to a dynamic intelligent playlist and inserted into the Internet Protocol stream telecast. AD 1  was last run during timeslot  2  on September 17 th . AD 1  has run one thousand three hundred twenty-four times. The meta data advertisement list may be configured to break out the number of times an advertisement has run by whether the advertisement was in a scheduled or dynamic intelligent playlist. 
         [0068]    Second record  720  list meta data for advertisement AD 2 , an insurance advertisement. The utilization threshold is set higher than AD 1  at 50% of the subscribing audience. Both the last scheduled and the last run date times are timeslot 17, September 1 st , indicating that the AD 2  has not been run since it was last scheduled. Those of ordinary skill in the art can appreciate that each advertisement may have a different utilization threshold per channel. 
         [0069]    Third record  722  is for AD 3  which is an advertisement that only runs during scheduled times. Fourth record  724  AD 4  is a musical advertisement that is not scheduled, but runs only when the channel utilization exceeds 20% of the subscription audience. Many more meta data types may be added to meta data table  700 . 
         [0070]      FIG. 8  is a flow chart that depicts the steps implemented in the playlist manager module of the advertisement management system in accordance with the illustrative embodiments. The playlist manager is an example of playlist manager  502  of  FIG. 5 . The process begins with the playlist manager determining whether the current utilization of a channel exceeds a threshold utilization of a channel (step  802 ). The determination is made by obtaining the current utilization by channel from the utilization analyzer (step  804 ), such as utilization analyzer  506  in  FIG. 5 , and obtaining the user selected threshold number (step  806 ). The playlist manager will determine the items that can be played in the timeframe and relative priority of the advertisements that are to be input into the segment. The playlist manager will take into account the rules regarding play and replay. These rules will be stored in a metadata library. 
         [0071]    If there are additional advertisements that can be played within the timeslot and according to the play rules, these will be added to the playlist. If there are no additional advertisements meeting the demand criteria, programmed content will be retrieved and played during the scheduled advertisement segment. 
         [0072]    If the current utilization does exceed the threshold utilization (a ‘yes’ output to step  802 ), the playlist manager will pass a dynamic intelligent playlist to the Internet Protocol inserter (step  808 ). First, the playlist manager will determine if a playlist library, a database within the playlist manager, has an available playlist (step  810 ). If there are no available playlists in the playlist library (a ‘no’ output to step  810 ), the playlist manager will create the playlist by accessing the meta data advertisement list (step  812 ). The playlist manager then selects the appropriate advertisement based on the meta data of the advertisement (step  814 ). The Internet Protocol inserter interface confirms that the playlist time to play is compatible with the amount of time in the timeslot (step  816 ). The playlist manager then passes the playlist to the playlist insertion subsystem (step  818 ), with the process terminating thereafter. 
         [0073]    Returning now to step  810 , if there is an available playlist in the playlist library (a ‘yes’ output to step  810 ), the playlist manager will determine if there are any overflow playlists available before selecting a non-overflow playlist (step  820 ). An overflow playlist contains at least one overflow advertisement. An overflow advertisement is one that had been queued to be played previously, but was not played. If there are no overflow playlists available (a ‘no’ output to step  820 ), the playlist manager will designate a non-overflow playlist from the playlist library (step  822 ). The Internet Protocol inserter interface confirms that the playlist time to play is compatible with the amount of time in the timeslot (step  816 ). The playlist manager then passes the playlist to the playlist insertion subsystem (step  818 ), with the process terminating thereafter. 
         [0074]    Returning now to step  820 , if there is an overflow playlist available (a ‘yes’ output to step  820 ), the playlist manager will the make the determination whether the playlist is current (step  824 ). If the playlist is current (a yes output to step  824 ) the playlist is passed to the Internet Protocol inserter, which confirms that the playlist time to play is compatible with the amount of time in the timeslot (step  816 ). The playlist manager then passes the playlist to the playlist insertion subsystem (step  818 ), with the process terminating thereafter. Returning to step  824  if the playlist is not current (a no output to step  824 ) the playlist is updated (step  826 ) before it is passed to the Internet Protocol inserter, which confirms that the playlist time to play is compatible with the amount of time in the timeslot (step  816 ). The playlist manager then passes the playlist to the playlist insertion subsystem (step  818 ), with the process terminating thereafter. 
         [0075]    Returning to step  802 , if the threshold utilization is not exceeded (a ‘no’ output to step  802 ), the playlist manager gets the-scheduled playlist (step  828 ) from the playlist library, which may be stored within the playlist manager module. The Internet Protocol inserter interface confirms that the playlist time to play is compatible with the amount of time in the timeslot (step  816 ). The playlist manager then passes the playlist to the playlist insertion subsystem (step  818 ), with the process terminating thereafter. 
         [0076]      FIG. 9  shows a flow chart of the top-level operations of the advertisement management system in accordance with the illustrative embodiments. The process begins with the AM system receiving an interrupt signal from the broadcast stream indicating that there will be a break in the stream (step  902 ). In the AM system, the Internet Protocol provider may configure the system to allow sampling to take place at a given interval prior to playing. The system would assume some latency to build the playlist and to prepare it for playing. The system will also allow the total switching off of on-demand insertion. This may be required for non peak periods of demand, or programming preferences. 
         [0077]    The utilization module performs the current utilization calculations (step  904 ). The playlist manager then selects the playlist (step  906 ) and passes the playlist to the Internet Protocol inserter (step  908 ). The play list may be a virtual memory heap that will be retrieved at runtime to run the advertisements within a timeslot. The playlist may contain both on-demand inserted and program inserted advertisements. Simplistically, the playlist may be a large array of content pointers that is edited during the insertion process. 
         [0078]    The Internet Protocol inserter, such as playlist inserter  522  in  FIG. 5 , interfaces with Internet Protocol middleware which actually plays the playlist (step  910 ), with the process terminating thereafter. When the Internet Protocol inserter passes the playlist at step  908 , the Internet Protocol inserter generates an advertisement interrupt (step  912 ) which signals the billing interface, such as billing interface  520  in  FIG. 5 , to generate the Advertiser billing data to pass to the accounting module (step  914 ), with the process terminating thereafter. 
         [0079]    The illustrative embodiments enable an organization to monitor Internet Protocol traffic and to insert advertising based on thresholds that would be configured at definition time. The illustrative embodiments may be entirely passive to the consumer, as they only sample the telecommunications network. Statistics are collected and analyzed in near real time removing the need for the consumer to actively participate in surveys. The illustrative embodiments use analysis of SIP Header Invite for a Multicast Group utilization and Unicast Stream subscription to determine the usage thresholds that are being achieved by a particular channel. This information may be obtained from the SIP Invite using a modified subject line as input. The negotiation of this information is the responsibility of the network manager and is performed by the Internet Protocol Sampler, or in another embodiment, a form of packet sniffer. A sniffer is a program and/or device that monitors data traveling over a network. The network manager provides input to the advertisement management system. An Internet Protocol Sampler may be required to pass SIP Header Invite and Bye or Close messages. This may allow for the creation of a pair record for a subscription. 
         [0080]    The invention can take the form of an entirely hardware embodiment, an entirely software embodiment or an embodiment containing both hardware and software elements. In a preferred embodiment, the invention is implemented in software, which includes but is not limited to firmware, resident software, microcode, etc. 
         [0081]    Furthermore, the invention can take the form of a computer program product accessible from a computer-usable or computer-readable medium providing program code for use by or in connection with a computer or any instruction execution system. For the purposes of this description, a computer-usable or computer readable medium can be any tangible apparatus that can contain, store, communicate, propagate, or transport the program for use by or in connection with the instruction execution system, apparatus, or device. 
         [0082]    The medium can be an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system (or apparatus or device) or a propagation medium. Examples of a computer-readable medium include a semiconductor or solid state memory, magnetic tape, a removable computer diskette, a random access memory (RAM), a read-only memory (ROM), a rigid magnetic disk and an optical disk. Current examples of optical disks include compact disk—read only memory (CD-ROM), compact disk—read/write (CD-R/W) and DVD. 
         [0083]    A data processing system suitable for storing and/or executing program code will include at least one processor coupled directly or indirectly to memory elements through a system bus. The memory elements can include local memory employed during actual execution of the program code, bulk storage, and cache memories which provide temporary storage of at least some program code in order to reduce the number of times code must be retrieved from bulk storage during execution. 
         [0084]    Input/output or I/O devices (including but not limited to keyboards, displays, pointing devices, etc.) can be coupled to the system either directly or through intervening I/O controllers. 
         [0085]    Network adapters may also be coupled to the system to enable the data processing system to become coupled to other data processing systems or remote printers or storage devices through intervening private or public networks. Modems, cable modem and Ethernet cards are just a few of the currently available types of network adapters. 
         [0086]    The description of the present invention has been presented for purposes of illustration and description, and is not intended to be exhaustive or limited to the invention in the form disclosed. Many modifications and variations will be apparent to those of ordinary skill in the art. The embodiment was chosen and described in order to best explain the principles of the invention, the practical application, and to enable others of ordinary skill in the art to understand the invention for various embodiments with various modifications as are suited to the particular use contemplated.