Patent ID: 8677394

Claim:
A system comprising: an Extended Binary Interchange Format (EBIF) management system comprising a first processor configured to: insert an EBIF application into a Moving Picture Experts Group (MPEG) based video stream wherein said MPEG based video stream comprises an advertisement, wherein said EBIF application is inserted in said advertisement prior to transmission of said MPEG based video stream on a bi-directional cable distribution system, wherein said EBIF application comprises an identifier indicating an address of an advertising server; and an EBIF proxy server connected to said bi-directional cable distribution system wherein said EBIF proxy server comprises a second processor configured to: receive an EBIF response message generated by said set top box executing said EBIF application wherein said EBIF response message comprises said identifier; determine a destination address comprising a URL derived from said identifier; generate a second message from said EBIF proxy server to said advertising server using said URL; receive advertising related information from said advertising response to sending said second message; and transmit said advertising related information to said set top box.