Patent ID: 12256114

DETAILED DESCRIPTION

FIG.2is a drawing of an exemplary system100supporting a method of ad bidding, ad publishing and content delivery in accordance with an exemplary embodiment. Exemplary system100includes a marketer device102, a publisher device104, a publisher order management system106, a publisher ad server154, a supply side platform (SSP) server110, a plurality of demand side platform (DSP) servers (DSP server1112, . . . , DSP server N114), a third party server hosting media files/creative for DSP1116, a third party server hosting media files/creative for DSP N118, a publisher media content team device120, a cable network service provider quadrature amplitude modulation (QAM) transmitter (TX) device122, and a plurality of QAM end point devices (QAM end point1124, e.g., STB1, . . . , QAM end point M126, e.g., STP M) coupled together as shown. System100further includes a plurality of display devices (display device1127, . . . , display device M129). In some embodiments, the display devices (127, . . . ,129) are coupled to the QAM end point devices (124, . . . ,126) respectively. In some embodiments, a QAM end point device, e.g., a STB, may be, and sometimes is, included as part of a display device, e.g., a TV with an integrated STB. SSP server110, in some embodiments, includes an ad exchange. In other embodiments, the system100includes an external ad exchange between the SSP110and the DSPs (112, . . .114). Exemplary system100further includes a plurality of bidder devices including bidder device1180and bidder device2182.

Marketer device102, e.g., a desktop computer, is coupled to publisher device104, e.g., another desktop computer, via communications link150. Publisher device104is coupled to publisher order management system106via communications link152. Publisher order management system106is coupled to publisher ad server108via communications link154. Publisher order management system106is coupled to SSP server110via communications link156. SSP server110is coupled to DSP server1112via communications link158. SSP server110is coupled to DSP server N114via communications link160. SSP server110is coupled, via communications link162, to third party server116, which is hosting media files/creatives for DSP1. SSP server110is coupled, via communications link164, to third party server118, which is hosting media files/creatives for DSP N. SSP server110is coupled to publisher media content team device120via communications link166. Publisher media content team device120is coupled to publisher ad server108via communications link168. Publisher ad server108is coupled to cable network service provider QAM TX device122via communications link170. Cable network service provider QAM TX device122is coupled to QAM end point device1124via communications link172. QAM end point device1124is coupled to display device1125. Cable network service provider QAM TX device122is coupled to QAM end point device M126via communications link174. QAM end point device M126is coupled to display device M127. Bidder device1180is coupled to DSP server1112via communications link181. Bidder device2182is coupled to DSP server N114via communications link183. Bidder device1is coupled to third party server116via communications link184. Bidder device2is coupled to third party server118via communications link185. The various communications links (150,152,154,156,158,160,162,164,166,168,170,172,174,181,183,184,185) are, e.g., Internet connections, network connections, and/or cable network service provider connections.

Exemplary data/information included on devices and exemplary signaling, corresponding to an example, are also shown inFIG.2. Publisher ad server108includes a campaign shell109and approved transcoded creative1A attached to the campaign shell123. SSP server110includes a deal ID111. Third part server116includes media file/creative1A117and media file/creative1B117′. DSP server1includes campaign113. Third party server118includes media file/creative2119. Publisher media content team device120includes verified and transcoded creative1A121. Cable network service provider QAM TX device122includes transcoded ad125for QAM delivery to multiple QAM end point devices.

Publisher ad server108generate a campaign shell. SSP server110generates a deal ID111.

A set190of real-time bidding (RTB) requests (191,192, . . . ,193) are sent, via communications link158, from SSP server110to DSP server1112. A set190′ of real-time bidding (RTB) requests (191′192′, . . . ,193′) are sent, via communications link160, from SSP server110to DSP server N114. Set190′ of real-time bidding (RTB) requests is a copy of the set190′ RTB requests, except with a different destination. DSP server1112sends, via communications link158, RTB responses (194,195, . . . ,196) to SSP110, each individual RTB response being in response to an individual RTB request. DSP server2114sends, via communications link160, RTB responses198,199to SSP110, each individual response being in response to an individual RTB request. DSP server1112is generating and sending RTB responses on behalf of bidder devices including bidder device1180. DSP server N114is generating and sending RTB responses on behalf of bidder devices including bidder device2182.

FIG.3, comprising the combination ofFIG.3A,FIG.3B,FIG.3C,FIG.3D,FIG.3E,FIG.3FandFIG.3G, is a ladder diagram200, comprising the combination of Part A201, Part B203, Part C205, Part D207, Part E209, Part F211and Part G213, illustrating an exemplary content delivery method being performed by devices of system100ofFIG.2in accordance with an exemplary embodiment.

In steps204and206the publisher device104and the marketer device exchange deal terms communications206. In step210the publisher agrees on deal terms for QAM impression delivery via deal ID. In step208the marketer agrees on deal terms for QAM impression delivery via deal ID. In step212the publisher enters, via publisher device104, an order into the order management system106for delivery in both ad server108and SSP108. In step214the publisher device104sends order into signal216to publisher order management system106. In step218the publisher order management system106receives the order input216. In step220the publisher order management system106generates and sends order222, which is an ad request, to publisher ad server108. In step224the publisher ad server108receives the order, and in response, in step226, the publisher ad server108is operated to create and store a campaign shell to await the creative and impression delivery. In step228the publisher order management system106generates and sends an order230, which is an ad request, to the SSP server110.

In step232the SSP server110receives the order (ad request)230, and in response in step234the SSP110creates a deal ID (sometimes referred to as a deal ID token) and a deal ID packed offering including individual impression based opportunities as part of a programmatic guaranteed deal. In step236the SSP server110initializes, e.g., sets to 0), counters for tracking number of individual impression based auction opportunity wins by a combination of deal ID, SSP ID, bidder ID and media/file creative. In step238the SSP server110generates and sends a first individual impression based auction opportunity (which is RTB bid request1of the deal)240to DSP server1112and DSP server N114. Bid request1240includes deal ID token242, RTB bid request1ID244, impression information246and ad requirements248. In step250DSP server1112receives bid request1240, and in step252DSP server N114receives bid request1240. Bidder1, operating via DSP server1112, decides to place a bid in response to bid request1. In step254DSP server1112generates and sends BID response256in response to bid request1. Bid response256includes deal ID token258, DSP ID=1260, bidder ID=1261, bid value (CPM)=2, and link to media file/creative1A264. The term Cost Per Mile (CPM) is a cost, e.g., in dollars, per thousand impressions. In step266SSP server110receives bid response256and recovers the communicated information. In step268the SSP server110determines that bidder1(operating via DSP1) is the winner of the first individual impression based auction opportunity of the deal. In step270the SSP server110updates, e.g., sets, a bid deal win counter (corresponding to the combination of deal ID, DSP1, bidder1, and media file/creative1A)=1. In step272the SSP server110checks to determine if any of the bid deal win counters=the win threshold value, e.g., 5, for winning the deal. At this point none of the bid deal win counters has reached the threshold, so the SSP server110proceeds to generate another individual impression based auction opportunity.

In step274the SSP server110generates and sends a second individual impression based auction opportunity (which is RTB bid request2of the deal)276to DSP server1112and DSP server N114. Bid request2276includes deal ID token278, RTB bid request2ID280, impression information282and ad requirements284. In step286DSP server1112receives bid request2276, and in step252DSP server N114receives bid request2276. Bidder1, operating via DSP server1112, decides to place a bid in response to bid request2. In step290DSP server1112generates and sends BID response292in response to bid request2. Bid response292includes deal ID token294, DSP ID=1296, bidder ID=1297, bid value (CPM)=2298, and link to media file/creative1A300. In step302SSP server110receives bid response292and recovers the communicated information. Bidder2, operating via DSP server N114, also decides to place a bid in response to bid request2. In step302SSP server110receives bid response292and recovers the communicated information. In step304DSP server N114generates and sends bid response306in response to bid request2. Bid response306includes deal ID token308, DSP ID=2310, bidder ID=2311, bid value (CPM)=3312, and link to media file/creative2314. In step316SSP server110receives bid response306and recovers the communicated information. In step318the SSP server110determines that bidder2(operating via DSP2) is the winner of the second individual impression based auction opportunity of the deal. In step320the SSP server110updates, e.g., sets, a bid deal win counter (corresponding to the combination of Deal ID, DSP2, bidder2, and media file/creative2)=1. In step322the SSP server110checks to determine if any of the bid deal win counters=the win threshold value, e.g.,5, for winning the deal. At this point none of the bid deal win counters has reached the threshold: therefore, the SSP server110proceeds to generate another individual impression based auction opportunity.

In step324the SSP server110generates and sends a third individual impression based auction opportunity (which is RTB bid request3of the deal)326to DSP server1112and DSP server N114. Bid request3326includes deal ID token328, RTB bid request3ID330, impression information332and ad requirements334. In step336DSP server1112receives bid request3326, and in step338DSP server N114receives bid request3326. Bidder1, operating via DSP server1112, decides to place a bid in response to bid request3. In step340DSP server1112generates and sends BID response342in response to bid request3. Bid response342includes deal ID token344, DSP ID=1346, bidder ID=1347, bid value (CPM)=2348, and link to media file/creative1A350. In step354the SSP server110determines that bidder1(operating via DSP1) is the winner of the third individual impression based auction opportunity of the deal. In step356the SSP server110updates, e.g. increments, the bid deal win counter (corresponding to the combination of Deal ID, DSP1, bidder1, and media file/creative1A), which sets the bid deal win counter (corresponding to the combination of DSP1, bidder1, and media file/creative1A)=2. In step358the SSP server110checks to determine if any of the bid deal win counters=the win threshold value, e.g.,5, for winning the deal. At this point none of the bid deal win counters has reached the threshold: therefore, the SSP server110proceeds to generate another individual impression based auction opportunity.

In step360the SSP server110generates and sends a fourth individual impression based auction opportunity (which is RTB bid request4of the deal)362to DSP server1112and DSP server N114. Bid request4362includes deal ID token364. RTB bid request4ID366, impression information368and ad requirements370). In step372DSP server1112receives bid request4362, and in step374DSP server N114receives bid request4362. Bidder2, operating via DSP server N114, decides to place a bid in response to bid request4. In step376DSP server N114generates and sends BID response378in response to bid request4. Bid response378includes deal ID token380, DSP ID=2381, bidder ID=2382, bid value (CPM)=2384, and link to media file/creative2386. In step388the SSP server110receives bid response378and recovers the communicated information. In step390the SSP server110determines that bidder2(operating via DSP2) is the winner of the fourth individual impression based auction opportunity of the deal. In step392the SSP server110updates, e.g., increments, the bid deal win counter (corresponding to the combination of Deal ID, DSP2, bidder2, and media file/creative2), which sets the bid deal win counter (corresponding to the combination of deal ID, DSP2, bidder2, and media file/creative2)=2. In step394the SSP server110checks to determine if any of the bid deal win counters=the win threshold value, e.g.,5, for winning the deal. At this point none of the bid deal win counters has reached the threshold; therefore, the SSP server110proceeds to generate another individual impression based auction opportunity.

In step396the SSP server110generates and sends a fifth individual impression based auction opportunity (which is RTB bid request5of the deal)398to DSP server1112and DSP server N114. Bid request5398includes deal ID token400, RTB bid request5ID402, impression information404and ad requirements406. In step408DSP server1112receives bid request5398, and in step410DSP server N114receives bid request5398. Bidder1, operating via DSP server1112, decides to place a bid in response to bid request5. In step412DSP server1112generates and sends BID response414in response to bid request5. Bid response414includes deal ID token416, DSP ID=1418, bidder ID=1419, bid value (CPM)=2420, and link to media file/creative1A422. In step424SSP server100receives bid response414and recovers the communicated information. In step426the SSP server110determines that bidder1(operating via DSP1) is the winner of the fifth individual impression based auction opportunity of the deal. In step428the SSP server110updates, e.g., increments, the bid deal win counter (corresponding to the combination of deal ID, DSP1, bidder1, and media file/creative1A), which sets the bid deal win counter (corresponding to the combination of deal ID, DSP1, bidder1, and media file/creative1A)=3. In step430the SSP server110checks to determine if any of the bid deal win counters=the win threshold value, e.g.,5, for winning the deal. At this point none of the bid deal win counters has reached the threshold: therefore, the SSP server110proceeds to generate another individual impression based auction opportunity.

In step432the SSP server110generates and sends a sixth individual impression based auction opportunity (which is RTB bid request6of the deal)434to DSP server1112and DSP server N114. Bid request6434includes deal ID token436, RTB bid request6ID438, impression information440) and ad requirements442. In step444DSP server1112receives bid request6434, and in step446DSP server N114receives bid request6434. Bidder1, operating via DSP server1112, decides to place a bid in response to bid request6. In step448DSP server1112generates and sends BID response450in response to bid request6. Bid response450includes deal ID token452, DSP ID=1454, bidder ID=1455, bid value (CPM)=2456, and link to media file/creative1A458. In step460SSP server110receives bid response450and recovers the communicated information. In step462the SSP server110determines that bidder1(operating via DSP1) is the winner of the sixth individual impression based auction opportunity of the deal. In step464the SSP server110updates, e.g., increments, the bid deal win counter (corresponding to the combination of deal ID, DSP1, bidder1, and media file/creative1A), which sets the bid deal win counter (corresponding to the combination of deal ID, DSP1, bidder1, and media file/creative1A)=4. In step466the SSP server110checks to determine if any of the bid deal win counters=the win threshold value, e.g.,5, for winning the deal. At this point none of the bid deal win counters has reached the threshold: therefore, the SSP server110proceeds to generate another individual impression based auction opportunity.

In step468the SSP server110generates and sends a seventh individual impression based auction opportunity (which is RTB bid request7of the deal)470to DSP server1112and DSP server N114. Bid request7468includes deal ID token472, RTB bid request7ID474, impression information476and ad requirements478. In step480DSP server1112receives bid request7470, and in step482DSP server N114receives bid request7470. Bidder1, operating via DSP server1112, decides to place a bid in response to bid request7. In step484DSP server1112generates and sends BID response486in response to bid request7. Bid response486includes deal ID token488, DSP ID=1490, bidder ID=1491, bid value (CPM)=2492, and link to media file/creative1A494. In step496SSP server110receives bid response486and recovers the communicated information. In step498the SSP server110determines that bidder1(operating via DSP1) is the winner of the seventh individual impression based auction opportunity of the deal. In step500the SSP server110updates, e.g., increments, the bid deal win counter (corresponding to the combination of deal ID, DSP1, bidder1, and media file/creative1A), which sets the bid deal win counter (corresponding to the combination of DSP1, bidder1, and media file/creative1A)=5. In step502the SSP server110checks to determine if any of the bid deal win counters=the win threshold value, e.g.,5, for winning the deal. In step504the SSP server110determines that the bid deal win counter corresponding to deal ID, DSP1, bidder1and media file/creative1A is equal to the threshold value of 5.

In step506the SSP server110determines that bidder1(operating via DSP server1112) has won the auction for the deal. Thus, in step506the SSP server110identifies (e.g., declares) bidder1as the deal winner. In step507the SSP server110generates and sends a deal win notification message5071to DSP1112, said deal win notification message indicating that bidder1won the deal and further indicating the set of individual winning bid responses, said deal win notification message intended to be deliver to the winning bidder via the DSP1112. DSP1112forwards the deal win notification message to bidder device1180for presentation to bidder1. In step508the SSP server110sends a download request510for media file/creative1A to third part server116which is hosting media file/creative information for bidder1. In step512the third party server116receives the request510, and in response in step514, the third party server116retrieves and sends, via signals516, media file/creative1A to SSP server110. In step518the SSP downloads the media file/creative1A. In some embodiments, the download is based on a link specified in the bid responses of the winning bids from the winning bidder of the deal.

In step520the SSP server110sends impression delivery/creative response information522(e.g., including information recovered from the download of the media file/creative information) corresponding to the winning bidder for the deal to publisher media content team device120. In step526the publisher media content team device120performs a verification operation to determine if the media file/creative1A (identified in or included in the winning bid responses corresponding to the winning bidder of the deal) matches up to the specification, e.g., QAM STB specification, of the bid requests.

If the verification operation of step526determines that the creative included in or specified by the bid responses, corresponding the deal win, does not meet the specification of the bid requests, as indicated by alternative step528, then operation proceeds from step528to step530, in which publisher media content team device120determines that the creative is rejected, and operation proceeds from step530to step532.

Alternatively, if the verification operation of step526determines that the creative included in or specified by the bid responses, corresponding the deal win, does meet the specification of the bid requests, as indicated by alternative step550, then operation proceeds from step550to step552in which publisher media content team device120determines that the creative is accepted, and operation proceeds from step552to step554.

Returning to step532, in step532publisher media content team device120generates and sends a rejection notification (e.g., flagging the rejected creative) to the SSP server110. In step536the SSP server110receives the rejection notification534, and in response, in step538, the SSP server110generates and sends a request540for reformatting the creative or for a new creative to SPS server1112. In step542the SSP server110receives the request540for reformatting the creative or for a new creative, and in response, in step544, DSP server1112generates and sends a reformatted or new creative or information including a link to the reformatted or new creative. In step548the SSP server110receives the reformatted or new creative546or link to a accessing the reformatted or new creative and obtains, e.g., downloads the reformatted or new creative. Operation proceeds from step548back to step526for another verification operation to determine if the reformatted or new media file/creative matches up the QAM STB specification of the bid requests of the deal.

Returning to step554, in step554, following creative approval, the publisher media content team device (e.g., a transcoding engine included in the publisher media content team device120) performs transcoding of the creative in accordance with specification. Operation proceeds from step554to step556. In step556the publisher media content team device120sends the accepted transcoded creative558to publisher ad server108, which receives the transcoded creative in step560. In step562the publisher ad server108appends the received approved transcoded creative to the campaign shell (previously created in step226), and in step564the publisher ad server108schedules delivery. In step566the publisher ad server108sends the transcoded ad568to QAM transmitter (TX) device570. In step572QAM TX device122sends QAM ad signals574to a set (e.g., a set of 5) of QAM end point devices (STBs). In step576QAM end point device1124, e.g., STB1, receives the transcoded QAM ad and presents the ad to a user of STB1via display device1127. In step578QAM end point device M (e.g., where M=5), e.g., STB M, receives the transcoded QAM ad and presents the ad to a user of STB M via display device M129. Operation proceeds from step578to step580. In step580the SSP server110updates accounting information indicating that the winning bidder (bidder1) is responsible for paying the N (e.g.,5) individual bid amounts that were bid by the winning bidder in the N individual impression based auction opportunities corresponding to the first deal that were won by the winning bidder.

FIG.4is a drawing of an exemplary supply side platform (SSP) server600in accordance with an exemplary embodiment. SSP server600is, e.g., SSP server110of system100ofFIG.2andFIG.3. SSP600includes a processor602, e.g., a CPU, a network interface604, an input device606, e.g., a keyboard, an output device608, e.g., a display, an assembly of hardware components610, e.g., an assembly of circuits, and memory612coupled together via a bus614over which the various elements may interchange data and information.

Network interface604, e.g., a wired or optical interface, includes a receiver616and a transmitter618via which the SSP server communicates with other devices, e.g., a publisher order management system, a demand side platform (DSP) server, a third part server hosting media files/creatives, and a publisher media content team device. Network interface604couples the SSP server600to other network nodes, network communications links and/or the Internet.

Memory612includes an ad exchange620an assembly of components622, e.g., an assembly of software components, and data/information624. Ad exchange620is, e.g., a routine, subroutine, set of code, or application, which handles ad auction functions including, e.g., receiving bids, comparing received bids, and determining a winner for each individual impression based auction opportunity. Assembly of components622includes, e.g., software, routines, sub-routines, applications, etc., which, when executed by a processor, e.g., processor602, implement various steps of an exemplary method performed by SSP server600, e.g., steps shown and/or described with respect to SSP server110of system100with respect toFIG.2and/orFIG.3.

Data/information624includes a received order (ad request)626, a created deal ID628, sometimes referred to as a deal ID token, a created deal ID packed offering630including individual impression based auction opportunities as part of a programmatic guaranteed deal, and a set632of deal win counters, each win counter corresponding to a deal ID, DSP ID, bidder ID and a creative. Set of deal win counters632includes win counter634corresponding to Deal ID, DSP1, bidder1and creative1A and win counter636corresponding to deal ID, DSP2, bidder2and creative2. Data/information624further includes a deal win counter threshold value638, e.g., 5, indicating how many individual impression auction based auction opportunities a bidder needs to win to win the deal. Data/information640further includes individual impression based auction opportunity RTB bid requests640, received RTB bid responses646and information652identifying determined winners of individual RTB bid request auction opportunities.

Generated individual impression based auction opportunity RTB bid requests640includes a plurality of RTB bid requests (RTB bid request1644, . . . , RTB bid request N644). RTB bid responses646includes a plurality of sets of RTB bid responses (set648of received RTB bid requests received in response to RTB bid request1, . . . , set650of received RTB bid requests received in response to RTB bid request N), each set of RTB bid responses corresponding to a RTB bid request for an individual impression based auction opportunity. Information652identifying determined winners of individual RTB bid request auction opportunities includes information identifying a determined winner corresponding to each bid request (information654identifying the winner corresponding to RTB bid request1654, . . . , information656identifying the winner corresponding to RTB bid request N). Data/information658further includes information658identifying the determined winning bidder for the deal, a downloaded media file/creative corresponding to the winner of the deal660, and a generated signal662communicating impression delivery information and creative, corresponding to the winner of the deal, to a publisher device.

FIG.5is a drawing of an exemplary communications and/or processing device700in accordance with an exemplary embodiment. Exemplary communications and/or processing device700is any of marketer device102, publisher device104, publisher order management system device106, publisher ad server108, demand side platform (DSP) server112or114, bidder device180or182, third party server hosting media files/creatives116or118, publisher media content team device120, cable network provider QAM TX device122, or QAM end point device124or126of system100ofFIG.2andFIG.3. Communications and/or processing device700includes a processor702, e.g., a CPU, a network interface704, an input device706, e.g., a keyboard, an output device708, e.g., a display, an assembly of hardware components710, e.g., an assembly of circuits, and memory712coupled together via a bus714over which the various elements may interchange data and information.

Network interface704, e.g., a wired or optical interface, includes a receiver716and a transmitter718via which the device700communicates with other devices. Network interface704couples the communications and/or processing device700to other network nodes, network communications links and/or the Internet.

In some embodiments, e.g., an embodiment in which device700is one of a cable network service provider QAM TX device or a QAM end point device, device700further includes cable network interface705supporting QAM signaling over cable. Cable network interface705includes a receiver717and a transmitter719.

Memory712includes a control routine720, an assembly of components622, e.g., an assembly of software components, and data/information624. Control routine720620is, e.g., a routine which handles basic device functions including boot-up, memory access, interface control, etc. Assembly of components722includes, e.g., software, routines, sub-routines, applications, etc., which, when executed by a processor, e.g., processor702, implement one or more steps of an exemplary method performed by device700, e.g., steps shown and/or described with respect to a particular type of device700, e.g. a marketer device102, a publisher device104, publisher order management system device106, publisher ad server108, demand side platform (DSP) server112or114, bidder device180or182, third party server hosting media files/creatives116or118, publisher media content team device120, cable network provider QAM TX device122, or QAM end point device124or126of system100ofFIG.2and/orFIG.3.

FIG.6is a drawing600illustrating a novel methodology for independent bid auctions with multicast spot inventory in accordance with an exemplary embodiment. The SSP server110generates and sends individual impression based opportunities to a buyer in a programmatic exchange as part of a Programmatic Guaranteed deal. Deal ID packed offering802includes individual impression based opportunities (RTB bid request804, RTB bid request806, RTB bid request808, RTB bid request810, RTB bid request812), which are sent from SSP server110to DSP server112. The DSP server112produces and sends bid responses (814,816,818,820,822) for each request (804,806,808,810,812), respectively, in the deal to the SSP server110. The approach of individual impression auction advantageously accommodates existing DSP pacing, budgeting, and reporting structures. The SSP server110transmits order824to ad server108for spot execution upon completion of all auctions in the Programmatic Guaranteed deal802.

Exemplary creative specification requirements are described below.First Party Served VideoResolution:16:9 Aspect Ratio1080p (1920×1080)Minimum Bitrate:15 Mbps for Set-Top-BoxVideo Format:MP4 onlyh264 codecVideo Frame Rate30 fps (29.970 fps)Video Interlacing:

Progressive scanning, non-interlaced. No intra-field motion (blended frames) or interlacing.AudioAudio Bitrate: 128-192 kbpsAudio Codec: AAC/MP3/MP4Mezzanine FileBit Rate50 Mbps VBR or 15-30 CBRAspect Ratio16:9 (HD)No burned in pillar boxing or letterboxingResolution1920×1080Color Space4:2:0 or 4:2:2 YUVFrame RateNTSC Video (29.97 fps)CodecMPEG2, H.264/AACH.264 or Apple ProResFormat.mp4 or .movScan typeProgressiveNo intra-field motion (blended frames)Slate

Video creative should be submitted without leaders (slate) before ad content.ConfigurationPicture to Picture (P2P)No slateNo countdown leaderNo barsNo toneAudio FormatAACPCMAudio Bitrate192 kbps (AAC)Audio Channel2 channel stereo mix L&RAudio Sample Rate48 KHzAudio LevelsDB—12 (average)

Various aspects and/or features of some embodiments of the present invention are further described below. A publisher and a marketer agree on deal terms for QAM impression delivery via Deal ID. The publisher enters an order, corresponding to agreed upon deal terms, into an order management system for delivery in both an Ad server and a SSP. The publisher order management system sends the order to both the publisher Ad server and the SSP. The Ad server creates a shell campaign to await the creative and impression delivery. The SSP creates a deal ID to be sent with impression opportunities as offer in the buy. The SSP sends individual impression based opportunities (bid requests) to the buyer in programmatic exchange as part of a Programmatic Guaranteed deal and receives responses (bid responses) from the DSP. The SSP determines a winner of the deal and retrieves the creative corresponding to the winning bidder. The SSP sends daily impression delivery and creative response (corresponding to the winner of the deal) to publisher for execution. Creative is verified to ensure it is up to QAM STB specification. If the creative is rejected, the creative is flagged (identifying problems) and sent back to the SSP; and the SSP engages with the DSP on reformatting or presenting a new creative that will meet the QAM STB specification. The creative, following approval, is transcoded to spec. Then, the creative is appended to the shell campaign and initiated for delivery. Then the set of QAM STB end points, which have been identified to receive the transcoded QAM ad, receive the transcoded QAM ad, and the ad is served, e.g., displayed (presented to content consumers) on display devices coupled to the QAM STB end point devices.

Linear SSP creative flow will now be described. The DSP produces bid response inclusive of link to third party hosted media file/creative. The SSP downloads media file and transmits to publisher media content team to validate that the creative specs are being satisfied. The creative transcoding ensures that the QAM spec is satisfied. Once the transcoding is completed the creative is appended to the linear campaign within the ad server and scheduled to deliver spot.

Linear media in Quadrature Amplitude Modulation (QAM) environments has seldom entered the programmatic advertising landscape on a true impression based sales model. The methodology and implementation, in accordance with the present invention, creates a workflow to programmatically auction linear ad impression based media to programmatic buyers in preconfigured blocks to unify buying and pacing across programmatic multi-screen TV buys. It then extracts the creative from the programmatic auction and inserts it into the linear media stream in an automated fashion.

The methodology and model for linear media buying will be initiated and executed via a programmatic Supply Side Platform (SSP) as the clearinghouse for auction execution. Quadrature Amplitude Modulation (QAM) linear media owners will establish programmatic guaranteed (PG) deals with designated buyers specifying negotiated CPM economic terms, audience/content targeting, flight schedule, and volume of impressions sold. The deals will be setup within the SSP platform by the media owner and the designated Demand Side Platform (DSP) platform by the media buyer respectively. The SSP platform will generate individual impression based bid requests against the PG deal at the media owner's request until the deal impression goals of the PG deal have been fulfilled. Upon reaching the daily impression goal, the SSP will issue a daily order for scheduling a linear spot with the designated impression and audience/content target in the linear owner's ad server. The SSP will also extract the creative from the DSP's ad responses and send it via API to the media owner's transcoding engine. The media owner's ad server will build a linear schedule with the transcoded creative across a dynamically selected group of spots that are forecasted to generate an impression volume correlating to the daily impression target of the PG deal. Post-delivery ad exposure reporting will validate the PG deal impression goals were achieved, and any under-delivery will be credited against the following day's order to ensure full delivery is achieved against the overall deal impression goal.

While various exemplary embodiments are described in the context of a set top box which is coupled to a device which is a display or includes a display for displaying programs and creatives, e.g., ads, delivered in accordance with the invention the method can also be used to supply content to a device with an integrated display such as a smart TV or other device which is capable of receiving content via multicast and/or QAM delivery via, e.g., a communications channel such as a switched digital video channel. Whether the display is integrated into the device or is a separate device from the one which receives the content, images of the delivered content can and are displayed to a user in accordance with the described exemplary method.

Numbered List of Exemplary Method Embodiments

Method Embodiment 1. A content delivery method, the method comprising: communicating (238) a first (240) individual impression based auction opportunity corresponding to a first deal from a supply side platform (SSP) server to one or more demand side platform (DSP) servers (112,114), said first deal involving delivery of content (e.g., a first creative in the form of an ad) to a plurality of end point devices (e.g., via a QAM or multicast delivery method), said first deal being a content delivery deal, said content delivery deal being for a number of N impressions (e.g., where an individual impression corresponds to display of content, e.g., an ad, on an individual end point device), where N is a number greater than 1; updating (270) a first deal win counter corresponding to the winner of the first individual impression based auction opportunity of the first deal, the first deal win counter being one of a plurality of first deal win counters, each of the first deal win counters corresponding to a different bidder: communicating (274), a second individual impression based auction opportunity corresponding to the first deal to the one or more DSP servers (112,114): updating (320) a first deal win counter corresponding to a winner of the second individual impression based auction opportunity (said first deal win counter corresponding to the second winner of the second individual impression based auction opportunity being the same counter which was updated in response to the first individual deal impression opportunity when the winner of the second individual impression based auction opportunity is the same as the winner of the first individual impression based auction opportunity and being a different counter when the winner of the second individual impression based auction opportunity is a different winner (e.g., different bidder than the winner of the first individual impression based auction opportunity)); and identifying (e.g., declaring a deal winner) (506), a winner of the first deal in response to determining (504) one of the first deal win counters in said plurality of first deal win counters reached the number N, the identified winner of the first deal being the bidder corresponding to the first deal win counter which reached the number N (e.g., bidder1is declared winner in response to determining that bidder1won 5 individual impression based auction opportunities corresponding to the first deal when in the example N=5).Method Embodiment 1AA. The method of Method Embodiment 1, further comprising: initiating (508) delivery (e.g., by sending a request to download the creative to be delivered on behalf of the winner) of a creative (e.g., ad) identified or supplied by the winning bidder to multiple (e.g., N) end point devices (set top boxes or TVs) via a QAM content delivery channel in response to identification of the winner of the first deal.Method Embodiment 1A1. The method of Method Embodiment 1AA, further comprising: downloading (518) the creative (e.g., from a third part server (116) hosting creative on behalf of the winning bidder of the deal); and sending (520) the downloaded creative to a publisher device (120) (for specification verification in accordance with bid request requirements, subsequent QAM transcoding, and subsequent delivery to an ad server (108) where the approved transcoded creative will be appended to a campaign shell).Method Embodiment 1AB. The method of Method Embodiment 1AA, further comprising: receiving (266) one or more bid responses in response to the first individual impression based auction opportunity: determining (268), based on the one or more bid responses received in response to the first individual impression based auction opportunity, the winner of the first individual impression based auction opportunity of the first deal.Method Embodiment 1B. The method of Method Embodiment 1AB, further comprising: determining (318), based on the one or more bid responses received in response to the second individual impression based auction opportunity, the winner of the second individual impression based auction opportunity of the first deal.Method Embodiment 1C. The method of Method Embodiment 1B, further comprising: checking (272,322,358,394,430,466,502) the first deal win counters after each win determination to determine when a first deal win counter in said plurality of first deal win counters reaches a number matching the number N of impressions included in the first deal, the first deal win counter to reach the number N being a winner of the first deal.Method Embodiment 2. The method of Method Embodiment 1C, further comprising: generating (234), at the SSP server, a first deal ID for a first content delivery deal; and wherein the first deal ID is included in the first (240) individual impression based auction opportunity and the second individual impression based auction opportunity.Method Embodiment 3. The method of Method Embodiment 2, wherein the first deal ID is further included in responses to the first (240) individual impression based auction opportunity and in responses to the second individual impression based auction opportunity.Method Embodiment 4. The method of Method Embodiment 3, wherein individual responses from different bidders to the first individual impression based auction opportunity include the first deal ID and an ID of the bidder to which a response to the first individual impression based auction opportunity corresponds.Method Embodiment 5. The method of Method Embodiment 4, wherein updating (270) a first deal win counter in response to determining a winner of the first individual impression based auction opportunity includes updating a first deal win counter corresponding to both the first deal ID and the ID of the bidder having been determined to be the winner of the first individual impression based auction opportunity.Method Embodiment 6. The method of Method Embodiment 5, wherein individual responses from different bidders to the second individual impression based auction opportunity include the first deal ID and an ID of the bidder to which a response the second individual impression based auction opportunity corresponds.Method Embodiment 7. The method of Method Embodiment 5, wherein updating (320) a first deal win counter corresponding to the winner of the second individual impression based auction opportunity includes updating a first deal win counter corresponding to both the first deal ID and the ID of the bidder having been determined to be the winner of the second individual impression based auction opportunity.Method Embodiment 8. The method of Method Embodiment 2, where initiating (508) delivery of a creative (e.g., ad) identified or supplied by the winning bidder to multiple (e.g., N) end point devices (set top boxes or TVs) via a QAM content delivery channel is not performed until a single individual bidder wins N individual impression based auction opportunities.Method Embodiment 9. The method of Method Embodiment 8, further comprising: notifying (507) the winner bidder of winning the first deal; and updating (580) accounting information indicating that the winner bidder is responsible for paying the N individual bid amounts that were bid by the winning bidder in the N individual impression based auction opportunities corresponding to the first deal that were won by the winning bidder (note that different amounts may have been bid for different ones of the N winning bids).Method Embodiment 10. The method of Method Embodiment 2, wherein the first (240) individual impression based auction opportunity is for a single impression and does not include a multiplier value, said deal being for N impressions delivered via a single QAM content delivery to N different devices (e.g., STBs).Method Embodiment 11. The method of Method Embodiment 1, wherein the end point devices include a set top box coupled to a display.Method Embodiment 12. The method of Method Embodiment 1, wherein the end point devices include a playback device which includes a display (e.g., a smart TV).Method Embodiment 13. The method of Method Embodiment 1, wherein the end point devices include a set top box coupled to a display and a playback device which includes a display.

Numbered List of Exemplary Apparatus Embodiments

Apparatus Embodiment 1. A supply side platform (SSP) server (110or600) comprising: a transmitter (618): a receiver (616); and a processor (602) configured to: operate the SSP server to communicate (238) (via transmitter618) a first (240) individual impression based auction opportunity corresponding to a first deal to one or more DSP servers (112,114), said first deal involving delivery of content (e.g., a first creative in the form of an ad) to a plurality of end point devices (e.g., via a QAM and/or multicast content delivery method), said first deal being a content delivery deal, said content delivery deal being for a number of N impressions (e.g., where an individual impression corresponds to display of content, e.g., an ad, on an individual end point device), where N is a number greater than 1: determine (268), based on the one or more bid responses received in response to the first individual impression based auction opportunity, a winner of the first individual impression based auction opportunity of the first deal: update (270) a first deal win counter corresponding to the winner of the first deal, the first deal win counter being one of a plurality of first deal win counters, each of the first deal win counters corresponding to a different bidder; operate the SSP to communicate (274), (via transmitter618) a second individual impression based auction opportunity corresponding to the first deal to the one or more DSP servers (112,114); update (320) a first deal win counter corresponding to the winner of the second individual impression based auction opportunity (said first deal win counter corresponding to the second winner of the second individual impression based auction opportunity being the same counter which was updated in response to the first individual deal impression opportunity when the winner of the second individual impression based auction opportunity is the same as the winner of the first individual impression based auction opportunity and being a different counter when the winner of the second individual impression based auction opportunity is a different winner (e.g., different bidder than the winner of the first individual impression based auction opportunity)); and identify (e.g., declaring a deal winner) (506), in response to said checking determining (504) one of the first deal win counters in said plurality of first deal win counters reached the number N, a winner of the first deal, the winner of the first deal being the bidder corresponding to the first deal win counter which reached the number N (e.g., bidder1is declared winner in response to determining that bidder1won 5 individual impression based auction opportunities corresponding to the first deal when in the example N=5).Apparatus Embodiment 1AA. The SSP server (110or600) of Apparatus Embodiment 1, wherein said processor (602) is further configured to: operate the SSP server to initiate (508) delivery (e.g., by sending a request to download the creative to be delivered on behalf of the winner) of a creative (e.g., ad) identified or supplied by the winning bidder to multiple (e.g., N) end point devices (set top boxes or TVs) via a QAM content delivery channel in response to identification of the winner of the first deal.Apparatus Embodiment 1AAA. The SSP server (110or600) of Apparatus Embodiment 1, wherein said processor (602) is further configured to: download (518) (via receiver616) the creative (e.g., from a third part server (116) hosting creative on behalf of the winning bidder of the deal); and operate the SSP to send (520) (via transmitter618) the downloading creative to a publisher device (120) (for specification verification in accordance with bid request requirements, subsequent QAM transcoding, and subsequent delivery to an ad server (108) where the approved transcoded creative will be appended to a campaign shell).Apparatus Embodiment 1AB. The SSP server (110or600) of Apparatus Embodiment 1AA, wherein said processor (602) is further configured to: operate the SSP to receive (266) (via receiver616) one or more bid responses in response to the first individual impression based auction opportunity.Apparatus Embodiment 1B. The SSP server (110or600) of Apparatus Embodiment 1AB, wherein said processor (602) is further configured to: determine (318), based on the one or more bid responses received in response to the second individual impression based auction opportunity, a winner of the second individual impression based auction opportunity of the first deal:Apparatus Embodiment 1C. The SSP server (110or600) of Apparatus Embodiment 1B, wherein said processor (602) is further configured to: check (272,322,358,394,430,466,502) the first deal win counters after each win determination to determine when a first deal win counter in said plurality of first deal win counters reaches a number matching the number N of impressions included in the first deal, the first deal win counter to reach the number N being a winner of the first deal.Apparatus Embodiment 2. The SSP server (110or600) of Apparatus Embodiment 1C, wherein said processor (602) is further configured to: generate (234), at the SSP server, a first deal ID for a first content delivery deal; and wherein the first deal ID is included in the first (240) individual impression based auction opportunity and the second individual impression based auction opportunity.Apparatus Embodiment 3. The SSP server (110or600) of Apparatus Embodiment 2, wherein the first deal ID is further included in responses to the first (240) individual impression based auction opportunity and in responses to the second individual impression based auction opportunity.Apparatus Embodiment 4. The SSP server (110or600) of Apparatus Embodiment 3, wherein individual responses from different bidders to the first individual impression based auction opportunity include the first deal ID and an ID of the bidder to which a response to the first individual impression based auction opportunity corresponds.Apparatus Embodiment 5. The SSP server (110or600) of Apparatus Embodiment 4, wherein said processor (602) is configured to:update a first deal win counter corresponding to both the first deal ID and the ID of the bidder having been determined to be the winner of the first individual impression based auction opportunity, as part of being configured to update (270) a first deal win counter in response to determining a winner of the first individual impression based auction opportunity.Apparatus Embodiment 6. The SSP server (110or600) of Apparatus Embodiment 5, wherein individual responses from different bidders to the second individual impression based auction opportunity include the first deal ID and an ID of the bidder to which a response the second individual impression based auction opportunity corresponds.Apparatus Embodiment 7. The SSP server (110or600) of Apparatus Embodiment 5, wherein said processor (602) is configured to: update a first deal win counter corresponding to both the first deal ID and the ID of the bidder having been determined to be the winner of the second individual impression based auction opportunity, as part of being configured to update (320) a first deal win counter corresponding to the winner of the second individual impression based auction opportunity.Apparatus Embodiment 8. The SSP server (110or600) of Apparatus Embodiment 2, where initiating (508) delivery of a creative (e.g., ad) identified or supplied by the winning bidder to multiple (e.g., N) end point devices (set top boxes or TVs) via a QAM content delivery channel is not performed until a single individual bidder wins N individual impression based auction opportunities.Apparatus Embodiment 9. The SSP server (110or600) of Apparatus Embodiment 8, wherein said processor (602) is further configured to: operate the SSP server to notify (507) the winner bidder of winning the first deal; and operate the SSP to update (580) accounting information indicating that the winner bidder is responsible for paying the N individual bid amounts that were bid by the winning bidder in the N individual impression based auction opportunities corresponding to the first deal that were won by the winning bidder (note that different amounts may have been bid for different ones of the N winning bids).Apparatus Embodiment 10. The SSP server (110or600) of Apparatus Embodiment 2, wherein the first (240) individual impression based auction opportunity is for a single impression and does not include a multiplier value, said deal being for N impressions delivered via a single QAM content delivery to N different devices (e.g., STBs).

Numbered List of Exemplary Non-Transitory Computer Readable Medium Embodiments

Non-Transitory Computer Readable Medium Embodiment 1. A non-transitory computer readable medium (612) including machine executable instructions which when executed by a processor (602) of a supply side platform (SSP) server (110or600) cause the SSP server (110or600) to perform the steps of: communicating (238) a first (240) individual impression based auction opportunity corresponding to a first deal to one or more demand side platform (DSP) servers (112,114), said first deal involving delivery of content (e.g., a first creative in the form of an ad) to a plurality of end point devices (e.g., via a QAM and/or multicast content delivery method), said first deal being a content delivery deal, said content delivery deal being for a number of N impressions (e.g., where an individual impression corresponds to display of content, e.g., an ad, on an individual end point device), where N is a number greater than 1: determining (268), based on the one or more bid responses received in response to the first individual impression based auction opportunity, a winner of the first individual impression based auction opportunity of the first deal: updating (270) a first deal win counter corresponding to the winner of the first individual impression based auction opportunity of the first deal, the first deal win counter being one of a plurality of first deal win counters, each of the first deal win counters corresponding to a different bidder: communicating (274), a second individual impression based auction opportunity corresponding to the first deal to the one or more DSP servers (112,114); determining (318), based on the one or more bid responses received in response to the second individual impression based auction opportunity, a winner of the second individual impression based auction opportunity of the first deal: updating (320) a first deal win counter corresponding to the winner of the second individual impression based auction opportunity (said first deal win counter corresponding to the second winner of the second individual impression based auction opportunity being the same counter which was updated in response to the first individual deal impression opportunity when the winner of the second individual impression based auction opportunity is the same as the winner of the first individual impression based auction opportunity and being a different counter when the winner of the second individual impression based auction opportunity is a different winner (e.g., different bidder than the winner of the first individual impression based auction opportunity)); and identifying (e.g., declaring a deal winner) (506), in response to said checking determining (504) one of the first deal win counters in said plurality of first deal win counters reached the number N, a winner of the first deal, the winner of the first deal being the bidder corresponding to the first deal win counter which reached the number N (e.g., bidder1is declared winner in response to determining that bidder1won 5 individual impression based auction opportunities corresponding to the first deal when in the example N=5).Non-Transitory Computer Readable Medium Embodiment 1AA. The non-transitory computer readable medium (612) of Non-Transitory Computer Readable Medium Embodiment 1, further including machine executable instructions which when executed by the processor (602) of the supply side platform (SSP) server (110or600) cause the SSP server (110or600) to perform the step of: initiating (508) delivery (e.g., by sending a request to download the creative to be delivered on behalf of the winner) of a creative (e.g., ad) identified or supplied by the winning bidder to multiple (e.g., N) end point devices (set top boxes or TVs) via a QAM content delivery channel in response to identification of the winner of the first deal.Non-Transitory Computer Readable Medium Embodiment 1AAA. The non-transitory computer readable medium (612) of Non-Transitory Computer Readable Medium Embodiment 1AA, further including machine executable instructions which when executed by the processor (602) of the supply side platform (SSP) server (110or600) cause the SSP server (110or600) to perform the step of: downloading (518) the creative (e.g., from a third part server (116) hosting creative on behalf of the winning bidder of the deal); and sending (520) the downloaded creative to a publisher device (120) (for specification verification in accordance with bid request requirements, subsequent QAM transcoding, and subsequent delivery to an ad server (108) where the approved transcoded creative will be appended to a campaign shell).Non-Transitory Computer Readable Medium Embodiment 1AB. The non-transitory computer readable medium (612) of Non-Transitory Computer Readable Medium Embodiment 1AA, further including machine executable instructions which when executed by the processor (602) of the supply side platform (SSP) server (110or600) cause the SSP server (110or600) to perform the step of: receiving (266) one or more bid responses in response to the first individual impression based auction opportunity.Non-Transitory Computer Readable Medium Embodiment 1B. The non-transitory computer readable medium (612) of Non-Transitory Computer Readable Medium Embodiment 1AB, further including machine executable instructions which when executed by the processor (602) of the supply side platform (SSP) server (110or600) cause the SSP server (110or600) to perform the step of: determining (318), based on the one or more bid responses received in response to the second individual impression based auction opportunity, a winner of the second individual impression based auction opportunity of the first deal.Non-Transitory Computer Readable Medium Embodiment 1C. The non-transitory computer readable medium (612) of Non-Transitory Computer Readable Medium Embodiment 1B, further including machine executable instructions which when executed by the processor (602) of the supply side platform (SSP) server (110or600) cause the SSP server (110or600) to perform the step of: checking (272,322,358,394,430,466,502) the first deal win counters after each win determination to determine when a first deal win counter in said plurality of first deal win counters reaches a number matching the number N of impressions included in the first deal, the first deal win counter to reach the number N being a winner of the first deal.

Numerous variations on the above described embodiments are possible.

While a logical sequencing of the processing steps of the exemplary embodiments of the methods, routines and subroutines of the present invention have been shown, the sequencing is only exemplary, and the ordering of the steps may be varied.

The techniques of various embodiments may be implemented using software, hardware and/or a combination of software and hardware. Various embodiments are directed to apparatus, e.g., a media content distribution system. Various embodiments are also directed to methods, e.g., a method of controlling the distribution of media content, e.g., video on demand audio and/or video content. Various embodiments are also directed to non-transitory machine, e.g., computer, readable medium, e.g., ROM, RAM, solid state storage, silicon storage disks, CDs, hard discs, etc., which include machine readable instructions for controlling a machine to implement one or more steps of a method. In some embodiments devices, elements and/or modules that are configured to perform various functions are implemented as circuits, e.g., with a different circuit for each function being implemented in some but not necessarily all embodiments.

Various features of the present invention are implemented using modules. For example, each of the various routines and/or subroutines disclosed may be implemented in one or more modules. Such modules may be, and in some embodiments are, implemented as software modules. In other embodiments the modules are implemented in hardware, e.g., in circuitry, ASICs, ICs, etc. In still other embodiments the modules are implemented using a combination of software and hardware. A wide variety of embodiments are contemplated including some embodiments where different modules are implemented differently, e.g., some in hardware, some in software, and some using a combination of hardware and software. It should also be noted that routines and/or subroutines, or some of the steps performed by such routines, may be implemented in dedicated hardware as opposed to software executed on a general purpose processor. Such embodiments remain within the scope of the present invention. Many of the above described methods or method steps can be implemented using machine executable instructions, such as software, included in a machine readable medium such as a memory device, e.g., RAM, floppy disk, solid state storage device, silicon storage device, etc. to control a machine, e.g., general purpose computer with or without additional hardware, to implement all or portions of the above described methods. Accordingly, among other things, the present invention is directed to a non-transitory machine readable medium including machine executable instructions for causing a machine, e.g., processor and associated hardware, to perform one or more of the steps of the above described method(s).

Numerous additional variations on the methods and apparatus of the various embodiments described above will be apparent to those skilled in the art in view of the above description. Such variations are to be considered within the scope of the invention.