Multi-system request manager for COD asset insertion

Embodiments herein provide for protocol independent asset insertion decisioning. One embodiment provides for communicatively coupling a plurality of COD providers to a request manager and communicatively coupling a plurality of ADSs to the request manager. Some of the COD providers have different communication protocols. The request manager processes requests from the COD content providers for asset insertions from the ADSs according to the communication protocols of the COD providers, receives asset insertion decisions from the ADSs, and conveys the asset insertion decisions of the ADSs to the COD providers. The request manager then processes a request from a first of the COD providers to switch from a first of the ADSs to a second of the ADSs, directs the second ADS to perform an asset insertion decision on behalf of the first COD provider, and conveys the asset insertion decision from the second ADS to the first COD provider.

CROSS REFERENCE TO RELATED APPLICATIONS

This patent application is related to commonly owned and co-pending patent application Ser. No. 13/628,324, 13/628,360, and 13/628,381 (each having a filing date of Sep. 27, 2012), the entire contents of each of which are incorporated by reference.

FIELD OF THE INVENTION

The invention relates to the field of Content On Demand (COD) systems and asset insertions into COD content selections.

BACKGROUND

Television networks, such as the American Broadcasting Company (ABC), the Columbia Broadcasting Company (CBS), and the National Broadcasting Company (NBC), have for years broadcast television shows to the masses as a means for generating revenue through advertising. For example, these networks produce television shows and then seek out sponsors to advertise on the shows. The television shows, or “content”, have designated timeslots in which the sponsors' advertisements, or “assets”, are inserted. The content and the inserted assets are then broadcast by the television networks, or “content providers”, to the public over federally licensed communication airways, occasionally referred to as linear video distribution.

This “shotgun” approach to advertising proved to be very successful in the beginning. However, as the number of advertisers wishing to sell their goods and services increased, television evolved into a much more complex system of communications. Today, cable television providers and satellite television providers serve as intermediary content providers between the content providers and the intended public audience. And, the number of content providers has increased accordingly. In this regard, many members of the general public have signed on as customers of the cable/satellite content providers so as to receive a broader availability of content.

Because the market for content consumption has grown, the number of content providers has also grown. And, because each of these providers has its own method of content delivery, the manner in which the content and assets are delivered to the customers has become increasingly complex. Generally, the content providers deliver the content to the content providers with instructions to insert various national assets into the content at certain times. For example, if a company wishes to run a national advertisement campaign targeting a certain television show associated with a particular demographic, the company may purchase one or more timeslots, or “placement opportunities”, within that television show from the content provider to air assets advertising the goods and services of the company. The content provider then provides the content to each of the content providers with directions to insert the assets within the timeslots purchased by the company.

The content providers may also have certain timeslots available for inserting certain local assets. For example, a content provider may have “headends” configured in various communities to distribute content to their customers located therein. Each headend receives content from the content providers with various designated timeslots for inserting assets into the content. Some of those timeslots may be designated for local advertisements where companies within the service area of the headend wish to advertise. These companies purchase those timeslots from the content provider for insertion of their assets to expose the customers to their advertising at the more local level.

As complex as the cable/satellite television has become, certain devices have come along to change and/or circumvent these forms of marketing altogether. The digital recorder, such as that produced by Tivo, is one example of a means for avoiding the asset insertions of marketing strategists. With the digital recorder, the content providers' customers are able to digitally record entire episodes of content and view that content at their leisure, as opposed to a time established by the content providers. However, these customers can also use the digital recorders to fast-forward or skip through the assets without viewing them, much to the dismay of the asset owners.

In response, content providers started providing content on a “Content On Demand” (COD) basis, sometimes referred to as nonlinear video distribution. In COD, the content provider delivers the content to the content provider which in turn maintains the content for subsequent and individual distribution to their customers. Thus, a customer may select a desired content through a set-top box (STB), a smart phone, computer, or the like (collectively referred to herein as “customer premise equipment” or “CPE”) and watch that content at the customer's leisure.

This COD content can also be configured with timeslots where assets may be inserted. For example, an advertiser desiring to place an advertisement in a particular TV show may pay the owner of that TV show (e.g., a content provider such as NBC, ABC, CBS, etc.) to insert their advertisements into one or more the timeslots in the COD content. Once inserted, the asset is delivered in the COD content to a user's CPE.

SUMMARY

Systems and methods presented herein provide a centralized access to a plurality of asset decision systems (ADSs) that direct asset insertions to COD content providers. In one embodiment, a method operable in a COD environment provides for communicatively coupling a plurality of COD providers to a request manager and communicatively coupling a plurality of ADSs to the request manager. At least two of the COD providers have different communication protocols. The method also provides for processing requests from the COD content providers through the request manager for asset insertions from the ADSs according to the communication protocols of the COD provider, receiving asset insertion decisions from the ADSs, and conveying the asset insertion decisions of the ADSs to the COD providers. The method also provides for processing a request from a first of the COD providers to switch from a first of the ADSs to a second of the ADSs and directing the second ADS to perform an asset insertion decision on behalf of the first COD provider. Then, the method provides for conveying the asset insertion decision from the second ADS to the first COD provider.

The various embodiments disclosed herein may be implemented in a variety of ways as a matter of design choice. For example, the embodiments may take the form of physical machines, computer hardware, software, firmware, or combinations thereof. In one embodiment, a computer readable medium is operable to store software instructions for directing the asset insertion into content. These software instructions are configured so as to direct a processor or some other processing system to operate in the manner described above.

Other exemplary embodiments are described below.

DETAILED DESCRIPTION OF THE DRAWINGS

FIG. 1is a block diagram of an exemplary ADS100that directs assets for insertion into the COD content on behalf of a COD provider104. As mentioned, COD content selections made by a user through the user's CPE108can have assets (e.g., advertisements) inserted therein by a COD provider104, such as a cable television headend, satellite television operator, or even a content owner. The ADS100is operable to improve the asset insertions by removing conflicting assets and/or ranking remaining assets such that they provide more value to the content provider104and/or asset owners101-1-101-N (where the reference “N” is merely intended to represent an integer greater than “1” and not necessarily equal to any other “N” reference herein).

Generally, assets promoting products and services on television are maintained in databases by asset owners101. A campaign manager102may include the databases that store local and national advertisements for COD content insertion in addition to the various campaign rules that are to be implemented with the COD content insertion. For example, the asset owners101develop campaigns which are subsequently managed and maintained by the campaign manager102. The asset campaigns comprise rules and asset descriptions (e.g., configured as a data structure) that an asset owner101may believe serves the asset owner101's best marketing interests. Then, these campaigns are passed to the ADS for the ADS to determine the best manner in which the assets of the asset owners101are to be inserted into the COD content provided by the COD provider104.

The rules of the asset campaigns assist the ADS in determining how to exclude and/or promote certain assets in the COD content. For example, the Coca-Cola Company may have a number of advertisements it wishes to be inserted into COD content. Each of those advertisements may be associated with a campaign that targets various demographics of viewers (e.g., age, sex, ethnicity, location, etc.). Some of those assets may even cross multiple campaigns. And, each asset campaign has rules that may, for example, prevent Pepsi-Cola Company advertisements from being inserted too close in time to Coca-Cola advertisements. The campaign manager102manages these asset campaigns and provides them to the ADS100such that the ADS100can select assets that provide value to the COD provider104while complying with the rules of the asset campaigns.

The ADS100is any device, system, software, or combination thereof operable to implement the rules of the campaigns and subsequently rank assets for insertion in the content provided by COD provider104. The ADS100is generally configured as a system that is separate and distinct from the COD provider104such that the ADS100may interact with a plurality of COD providers. In some embodiments the campaign manager102and the ADS100are implemented together so as to provide a compact/centralized system for maintaining asset campaigns and directing insertion of the assets into the COD content while still being able to serve multiple COD providers. Additional details regarding the ADS100and the actual insertion of assets in the COD content are shown and described below.

The CPE108is any device or system capable of providing content from a content provider104to a user. For example, a CPE108may be a set-top box operable to communicate with a cable television headend. Alternatively, a CPE108can be a computer or a mobile computing device capable of displaying video from a network (e.g., via streaming video over the Internet). For example, a CPE108may select a desired content from an Internet website hosted with an internet server through the network. Once selected, a COD system may retrieve the content from a content database for Internet delivery to the selecting CPE108.

FIG. 2is a block diagram of an exemplary ADS100operable with a COD system203(also known as a “COD back office system”) of a headend301. The ADS100illustrates one example of how the ADS111may operate. The headend301, in this embodiment, is generally any system operable to receive content for processing and distribution to a CPE108(e.g., over a cable television infrastructure or from satellite). For example, the headend301may receive content from content providers over television signals for distribution to the customers of a cable content provider via the CPE108, such as a set-top box (STB), a gaming console, a smart phone, an electronic tablet, a computer, or the like.

The COD system203of the headend301provides the COD content to the CPE108when desired by the customer. For example, the headend301may receive the content from the content providers and maintain that content within a content database374. The headend301may also maintain local assets in a local asset database375and national assets in a national asset database376. When a particular COD content is selected by the user of the CPE108, an asset inserter201of the COD system203accesses the content database374to retrieve the selected content and deliver that content to the CPE108.

The COD system203is any system or device that is operable to deliver video content to the CPE108when directed by the CPE108. The databases374,375, and376are any systems or devices operable to store and maintain data, audio, and/or video for subsequent distribution to the CPE108. For example, the databases374,375, and376may be operable within a computer system that stores the video and audio (e.g., MPEG) content and assets such that they may be accessed by the COD system203and delivered to the CPE108when desired by the user of such.

To illustrate the insertion of assets into content,FIG. 3shows an exemplary timing diagram of content390interlaced with asset timeslots391, also known as “break positions”. When the COD system203receives a message from the CPE108for the content390, the COD system203retrieves the content390from the content database374. The content390, in this embodiment, is divided into two segments390-1and390-2with timeslots391disposed at the front end of the content390-1(i.e., timeslot391-1at the pre roll position), in between the content segments390-1and390-2(i.e., timeslot391-2at the mid roll position), and at the end of the content segment390-2(i.e., timeslot391-3at the post roll position). Each timeslot391is divided into two asset placement timeslots392(i.e., asset placement opportunities), each of which is capable of accepting an asset that is typically, but not always, 30 seconds in duration. Thus, a placement opportunity is generally a subset of time of a particular timeslot391. The ADS100directs the COD system203to insert the assets according to a particular ranking that provides value for the content provider (e.g., monetary value, enhanced relationships with asset providers, etc.). In this regard, the ADS100may direct the COD system203to select assets from the national asset database376and/or the local asset database375for insertion into the asset timeslots392-1-392-6based on the ranking provided by the ADS100.

Also, the invention is not intended be limited to any particular number of content segments390or any particular number of asset timeslots. In fact, an asset timeslot392may be subdivided for insertion of multiple assets. For example, television commercials are typically 30 seconds in length. Occasionally, however, asset providers reduce the material of certain assets to reduce the overall duration of a particular asset (e.g., by removing material from a 30 second commercial to reduce it to a 15 second commercial). Accordingly, a 30 second asset timeslot392may be configured to accept insertions of two 15 second assets. For example, the content390may be configured with the mid roll timeslot391-2having two 30 second asset timeslots392-3and392-4. The asset timeslot392-3can thus be further divided into two 15 second asset timeslots392-3-1and392-3-2, allowing for the insertion of two 15 second assets into the asset timeslot392-3. Still, the invention is not intended to be limited to any particular asset duration, asset timeslot392duration, or timeslot391duration as such may be configured to meet certain business and/or technical needs.

It should be noted that the decisions regarding the direction of asset insertions occur quite rapidly. For example, the ADS100may be operable to make asset insertion decisions for a plurality of headends301. And, each headend301may be operable to provide COD content to a plurality of CPEs108at any given time, possibly thousands or more. Thus, when a COD content selection is made by a particular CPE108, the ADS100responds in substantially real time to ensure that the COD system203has ample time to retrieve and insert the assets while processing the content selected by the CPE108.

FIG. 4is a block diagram of an exemplary ADS100. In this embodiment, the ADS100includes an interface454, an asset qualification module (AQM)451, an asset ranking module (ARM)452, and an asset conflict resolution module (ACRM)453. The interface454is any device or system operable to receive information pertaining to a content selection by a CPE108such that the ADS100may direct asset insertion into the selected content. In this regard, the interface454may also be operable to transfer information to the COD system203to direct the COD system203to insert certain assets from the national asset database376and/or the local asset database375.

The AQM451is any device or system operable to communicate with the interface454to initially qualify assets for insertion within the content. The AQM451may exclude certain assets from insertion into the content selected by the CPE108. The ARM452is any device or system operable to rank the remaining assets (i.e., those not already excluded by the AQM451) for insertion to the content390. The ACRM453is any device or system operable to remove any ranked assets from insertion into the content390based on conflicts between assets. For example, the ACRM453may determine that assets from certain advertisers conflict with one another (e.g., Coke and Pepsi). Accordingly, the ACRM453may be operable to prevent assets from these advertisers from being inserted within a same timeslot391or even within a same content390. The exemplary operations of the AQM451, the ARM452, and the ACRM453are explained in greater detail below.

The ADS100, being communicatively coupled to the COD system203, processes information pertaining to the content selection and selects assets for insertion into that content from a national asset database and/or a local asset database, as illustrated inFIG. 2. To provide more context to the operations of the ADS100, the following example is provided.

To illustrate, a CPE108selects a particular episode of the television show “30 Rock” at 8 pm on a Thursday night from a menu of COD content that is presented by the COD system203. The COD system203retrieves that episode of 30 Rock from the content database374. The COD system203then retrieves certain assets from the national asset database376for insertion into the timeslots of that show. As with many other 30 minute situational comedies, this episode of 30 Rock includes two content sections390-1and390-2and the three timeslots391-1,391-2, and391-3, as illustrated inFIG. 3. Using this example, the COD system203transfers an asset insertion request to the AQM451to insert assets into these three timeslots. The AQM451then determines that there are a total of six 30 second asset placement opportunities within three timeslots391-1-3of the selected content390. The AQM451then processes the active campaigns to determine their eligibility within those six 30 second asset placement opportunities. Among the active campaigns in this example are:

1. A Coca-Cola campaign with a total of four assets and 3 campaign items directing placement opportunities of those assets as follows:

b) Asset 2 for any viewing opportunities Monday through Friday between the hours of 5 pm and 10 pm; and

c) Assets 3 and 4 for any viewing opportunities Friday and Saturday between the hours of 5 pm and 10 pm.

2. A Pepsi-Cola campaign with a total of five assets and four campaign items directing placement opportunities of those assets as follows:

d) Asset 4 for any viewing opportunities Monday through Friday between the hours of 5 pm and 10 pm; and

e) Asset 5 for any viewing opportunities Friday and Saturday between the hours of 5 pm and 10 pm.

3. A Capital One credit card campaign with a total of four assets and three campaign items directing placement opportunities of those assets as follows:

b) Asset 2 for 1000 views anytime; and

c) Assets 3 and 4 for any viewing opportunities Monday through Friday between the hours of 5 pm and 10 pm.

4. A Chrysler Motors campaign with a total of three assets and two campaign items directing placement opportunities of those assets as follows:

b) Assets 2 and 3 for any viewing opportunities Monday through Friday between the hours of 5 pm and 10 pm.

5. A Nickelodeon campaign with one asset and one campaign item directing placement opportunities of that asset as follows:

Since the television show 30 Rock has a mature theme and since the Nickelodeon campaign is directed towards a younger audience, that campaign item is automatically excluded from the eligible campaign list by the AQM451. Other remaining campaign items are excluded based on time and date (i.e., campaign items1cand2e).

Thus the remaining campaigns of1a-1b,2a-2d,3a-c,4a-4bare transferred to the ARM452for ranking Based on various factors explained in greater detail below, the ARM452ranks the campaigns as follows:

The ARM452transfers this ranked list of campaign items to the ACRM453to determine conflicts within the ranked list of campaign items. Typically, the six available asset placement opportunities392-1-6within the content390would be filled by the first six campaign items based on a rank determined by the ARM452. However, since some conflicts may exist between campaigns within a particular content and/or timeslot, certain campaigns may be excluded from the placement opportunities392such that the ranking is reordered. For example, certain criteria may dictate that a Pepsi Cola asset may not be placed within the same content as a Coca-Cola asset. In this regard, the campaign items1a-1dare removed from the ranked list because the Pepsi-Cola asset has the higher initial ranking, leaving the following campaign items:

With this computed, the ACRM453may remove the final three campaign items7,8, and9from the list as the six placement opportunities can be filled with assets. The ACRM453then transfers this information regarding asset placement to the COD system203.

Once all of the campaign items at each campaign have been evaluated and no campaigns remain or once all of the placement opportunities have been filled, the ACRM453directs the COD system203to retrieve the assets based on the list generated. For example, the list may be included in a report message that is transferred to the COD system203to direct the COD system203to insert the assets into the content selected by the CPE108. It is possible that all of the assets have been excluded during the processes described herein. Thus, the ACRM453may then direct the COD system203to not place any assets in the content selected by the CPE457.

The ACRM453may even direct the COD system203to place assets from the local database375and/or the national database376into the selected COD content as desired. The ACRM453may also direct the COD system203to place assets relating to content, programming, or even services provided by the content provider. For example, if no assets remain, standard programming information, such as time and date, pertaining to the selected COD content may be configured as an asset and placed in the selected COD content. To further illustrate, when an episode of “Modern Family” is selected by a CPE108and no assets remain for insertion into the available time slots of that episode, the ACRM453may direct the COD system203to present the user of the CPE108with the date and time when the next episode of Modern Family can be seen.

Since it is also possible that not all of the assets in the list may be placed as there may be more assets than available opportunities, the ACRM453may weight the assets prior to placement in the selected COD content. For example, certain assets may provide greater value to the content provider (e.g., the television network). In this regard, the ACRM453may rank the remaining assets in a manner that provides the most monetary compensation to the content provider. Thus, the ACRM453may reduce the list of available assets for insertion to the amount of opportunities, or timeslots, in the selected COD content to provide this value to the content provider. In any case, the ACRM453directs the COD system203to place the assets in the selected COD content based on the ranked list. Once placement has been directed, the ACRM453generates a placement report and transfers that report to the headend301so that the headend301can track marketing views (e.g., for later negotiations between content providers and marketers). For example, when a marketer can know how many views of a particular asset there were in a selected COD content, the marketer can assign a value to that asset that may be used in negotiating price for additional views of the asset in future selected COD content.

FIG. 5is a block diagram of a request manager104operable with a plurality of ADSs100-1-100-N. The request manager120is operable to interface with a plurality of COD providers104-1-104-N to process requests from the COD providers104for asset insertion decisions by the ADSs100-1-100-N. Each COD provider104may have a specific ADS100that the COD provider104uses for asset insertions. The relationships between the COD providers104and the ADSs100may be based on some preference for a particular ADS, a contractual obligation, etc.

Generally, the request manager120is distinct and separate from the COD providers104and the ADSs100. This alleviates some of the burden associated with any particular communication protocol variations between COD providers104and ADSs100. For example, COD provider104-1may be a cable television headend that communicates through the Data Over Cable Service Interface Specification (DOCSIS) standard whereas the COD provider104-N could be a streaming Internet provider that communicates via the Internet protocol.

Regardless of the protocol, the request manager120is operable to process requests from the COD providers104and to extract information pertinent to the ADSs100such that the ADSs100can decide which assets are to be inserted into COD content (i.e., selected by the CPEs108). Once the ADSs100make their asset insertion decisions, the ADSs100then convey that information to the request manager120which in turn conveys the information to the appropriate COD providers104so as to direct the COD providers104to insert the assets into their various COD content selections of the CPEs108.

With this in mind, the request manager120is any device, system, software, or combination thereof operable to interface with a plurality of COD providers104and a plurality of ADSs100to process and direct asset insertion decision requests to appropriate ADSs100and to process and direct results of those requests to the appropriate COD providers104. As each COD provider104may employ a unique communication protocol, the request manager120may operate as a protocol converter. For example, the ADSs100may be configured to communicate asset insertion decisions via a variety of communication protocols. By offloading protocol translation capabilities onto the request manager120from the ADSs100and the COD providers104, the request manager120can flexibly connect any ADS100with virtually any COD provider104.

In this regard, the request manager120may also operate as an ADS switch. For example, if COD provider104-1has a contractual obligation with ADS100-1to receive asset insertion decisions from the ADS, the request manager120can process a request from the COD provider104-1for as long as a contractual obligation exist. However, once the contractual obligation ends, the COD provider104may wish to receive asset insertion decisions from the ADS100-N. The request manager120is operable to receive that request and direct it to the ADS100-N without the COD provider104-1having to reconfigure its communications.

Also illustrated inFIG. 5are the communication networks110-1and110-2. The communication networks110are merely intended to show a communicative coupling between the request manager120, the ADSs100, and the COD providers104. The communication networks110can be implemented in a variety ways as a matter of design choice. In one embodiment, the request manager120is a separate and distinct entity from each of the COD providers104and the ADSs100. For example, the request manager120may be implemented as an Internet server such that the ADSs100and the COD providers104can communicate to the request manager120through the Internet. Such may be implemented through web portals that the ADSs100and the COD providers104communicate through using their respective communication protocols such that the request manager120can appropriately convert those protocols and switch/route appropriately.

FIG. 6is a flowchart of an exemplary process150operable with the system ofFIG. 5. In this embodiment, the request manager120communicatively couples to a plurality of COD providers104-1-104-N, in the process element151. The request manager120also communicatively couples to a plurality of ADSs100-1-100-N, in the process element152. Thereafter, the request manager begins processing requests from the COD content providers104for asset insertions from the ADSs100according to the communication protocols of the COD providers104, in the process element153. Based on the requests, the request manager120receives asset insertion decisions from the ADSs100, in the process element154. The request manager120then conveys those asset insertion decisions to the COD providers104, in the process element155.

In the process element156, the request manager120detects a switch from one COD provider104to another ADS100. For example, the COD provider104-1may decide to switch from using the ADS100-1to using the ADS100-N, as similarly described above. Such may involve the content provider104-1configuring an asset insertion decision request with an address that allows the request manager120to route the request to the appropriate ADS100. In any case, if a switch by COD provider104to another ADS100is detected by the request manager120, the request manager120directs the other ADS100to perform the asset insertion decision on behalf of the COD provider104, in the process element157, and then conveys any subsequent asset insertion decisions from the other ADS100to the COD provider104, in the process element158. Otherwise, the request manager120continues processing requests from the COD content providers104in accordance with the process element153.

FIG. 7is a diagram of a data structure130operable with the request manager120. The data structure130comprises a list of COD providers104that the request manager120interfaces with. The data structure130may include information pertaining to the type of protocol used for each of the COD providers104. As shown herein, the COD provider104-1employs the DOCSIS communication protocol of the cable television industry, the COD provider104-2employs SMS (short message service) messaging, and the COD provider104-N employs TCP/IP messaging. Thus, the request manager120can interface and operate with a variety of COD content providers104including, for example, cable television headend, satellite television networks, streaming Internet video providers, and even individual users.

For example, assume that an individual wishes to share a video with other users of a particular group such as that done in Facebook, Twitter, Instagram, and the like. If the individual desires some monetary reward for displaying that video to the users of the group, the user may contact an ADS100through the user's CPE108(e.g., cell phone, laptop computer, tablet computer, and the like) through SMS messaging. The request manager120being operable to process requests from a variety of communication protocols, contacts the appropriate ADS100to direct the ADS to provide an asset insertion decision based on that SMS request. Thus, the invention is not intended to be limited to any particular form of content provider, the communication protocol, asset provider, etc.

Also illustrated with the data structure130are the various ADS100sused by the COD providers104. For example, the COD provider104-1uses ADS100-1and ADS100-3to provide asset insertion decisions for the content provided by the COD provider104-1. The data structure130may thus also include addresses associated with the ADS100-1and ADS100-3so that the request manager120may process the request for the asset insertion decisions and quickly route them to the appropriate ADS. Although exemplarily illustrated as numerical addresses, these addresses may represent regions where ADSs are located. For example, an ADS100-1may generate asset insertion decisions based on a particular region/demographic according to various demographics. The COD provider104-1, desiring to target that particular region, may request the ADS100-1to perform the asset insertion decision (e.g., because the COD content is being delivered to that particular region).

In this exemplary embodiment, the data structure130illustrates that the COD provider104-N has previously used a single ADS100-4. Such may be the result of a contractual obligation between the COD provider104-N and the ADS100-4. The request manager120is operable to retain information pertaining to the contractual obligation in the data structure130so as to prevent the request manager120from incorrectly routing ADS requests.

Also illustrated in the data structure130is an ADS satisfaction. For example, a COD provider104may request a particular ADS to perform an asset insertion decision for content being delivered to the user CPE108. As a result of that asset insertion decision, the content provider104may insert assets corresponding to that decision. However, the COD provider104may or may not be particularly satisfied with the results of the asset insertion decision. Accordingly, the COD provider104may provide a relative level of satisfaction to the request manager120through the communication protocol of the COD provider104(e.g., 0 being relatively low satisfaction and 9 being relatively high satisfaction). Thus, if a COD provider104is not contractually obligated to select any particular ADS100and the COD provider104fails to notify the request manager120of the appropriate ADS100to use, the request manager120can automatically select an ADS100on behalf of the COD provider104.

To illustrate, assume that the COD provider104-1is a cable television headend that has been contacted to provide the COD content to a user's CPE108. The COD provider104-1then contacts the request manager120for an asset insertion decision into the selected COD content. If the COD provider104-1fails to indicate which of the ADSs100-1and100-3it wishes to be used, the request manager120may automatically select the ADS100-3because it has provided a higher level of satisfaction to the COD provider104-1in the past.

The embodiments of the request manager120herein provide COD providers104with a wide range of selectability in terms of asset insertion decisioning. The request manager120also decouples the complexity of protocol conversion between COD providers104and ADSs100and allows each of those systems to operate more freely and independently. Moreover, the request manager120(e.g. through the implementation of the data structure130) is operable to ensure that information of COD providers104and/or ADS100is not shared. For example, COD providers104generally desire keeping their marketing results and decisions private. The request manager120, in this regard, is operable to hide asset insertion decisions of the COD provider104-1from the asset insertion decisions of the COD provider104-2, as one example. Similarly, the ADSs100do not wish to disclose any potential algorithms they may use to make their asset insertion decisions through the disclosure of their asset insertion decisions. Accordingly, the request manager120ensures to keep that information private.

While some embodiments herein illustrate the request manager120as being a computer server or other network element, the invention is not intended to be limited to any particular implementation. For example,FIG. 8is a block diagram depicting a processing system500also operable to provide the above features by executing programmed instructions and accessing data stored on a computer readable storage medium512. In this regard, embodiments of the invention can take the form of a computer program accessible via the computer-readable medium512providing program code for use by a computer or any other instruction execution system. For the purposes of this description, computer readable storage medium512can be anything that can contain, store, communicate, or transport the program for use by a computer.

The computer readable storage medium512can be an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor device. Examples of computer readable storage medium512include a solid state memory, a 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.

The processing system500, being suitable for storing and/or executing the program code, includes at least one processor502coupled to memory elements504through a system bus550. Memory elements504can include local memory employed during actual execution of the program code, bulk storage, and cache memories that provide temporary storage of at least some program code and/or data in order to reduce the number of times the code and/or data are retrieved from bulk storage during execution.

Input/output (I/O) devices506(including but not limited to keyboards, displays, pointing devices, etc.) can be coupled to the processing system500either directly or through intervening I/O controllers. Network adapter interfaces508may also be coupled to the system to enable the processing system500to become coupled to other processing systems or storage devices through intervening private or public networks. Modems, cable modems, IBM Channel attachments, SCSI, Fibre Channel, and Ethernet cards are just a few of the currently available types of network or host interface adapters. Presentation device interface510may be coupled to the system to interface to one or more presentation devices, such as printing systems and displays for presentation of presentation data generated by the processor502.

While the invention has been illustrated and described in detail in the drawings and foregoing description, such illustration and description is to be considered as exemplary and not restrictive in character. Certain embodiments described hereinabove may be combinable with other described embodiments and/or arranged in other ways. Accordingly, it should be understood that only a preferred embodiment and variants thereof have been shown and described and that all changes and modifications that come within the spirit of the invention are desired to be protected.

Additionally, although the term “headend” generally suggests the distribution center or office of a cable television operator or MSO, the term is not intended to be so limited. The term headend as used herein is any system operable to deliver content to a viewer (e.g., a customer or user of the CPE). For example, the term headend may encompass satellite content providers that offer COD content and/or Internet services to its subscribers. That content is typically delivered directly to the subscriber's antenna for demodulation and decryption by the subscriber's CPE108. Internet traffic in such a system may be conveyed by satellite and/or other delivery mechanisms (e.g., digital subscriber lines, or “DSL”, delivered through subscriber phone lines).

A headend may also refer to a telecom provider that distributes content to mobile phones and other devices. Also, the term “asset”, as used herein, includes any type of media for which an owner desires promotion. Examples of such include traditional television commercials, advertisements, streaming video commercials, promotional materials, marketing information, and the like. The term “content”, as used herein, is any type of media, such as audio and/or video, in which assets may be inserted. For example, the content operable within the COD delivery systems described herein may be streamed Internet audio/video, analog cable television feeds, digital cable television feeds, digital satellite television feeds, or digital satellite radio feeds. Thus, the content of the COD described herein is intended to encompass Video on Demand (VOD) and pay-per-view (PPV) delivered by both modern cable television and satellite television.