Patent Document

CROSS-REFERENCE TO RELATED APPLICATION 
       [0001]    The present patent application is based upon and claims the benefit of U.S. Provisional Patent Application Ser. No. 61/355,100, filed on Jun. 15, 2010, by Ian A. Zenoni, entitled “Interactive Advertising Monitoring System,” which application is hereby specifically incorporated herein by reference for all that it discloses and teaches. 
     
    
     BACKGROUND 
       [0002]    Interactive advertising has provided a unique and successful alternative to standard advertising practices used in television programming. Interactive advertising has been developed over the past few years and has resulted from the digital technology that has allowed transmission of television programming with interactive advertising to both private residences and commercial venues. 
       SUMMARY 
       [0003]    An embodiment of the present invention may therefore comprise a method of analyzing interactive data in a data stream that is transmitted to set top boxes for display comprising: downloading N-bytes from the data stream; identifying start bytes in the N-bytes of the data stream; dividing the N-bytes into sections of the data stream; identifying overlay data in the sections; identifying signaling data in the sections; storing the overlay data and the signaling data; determining an identification tag for the overlay data and the signaling data; displaying the overlay data and the signaling data with the identification tag. 
         [0004]    A system for analyzing interactive data in a data stream that is transmitted to set top boxes for display comprising: an analyzing tool comprising: a buffer that stores N-bytes of data from the data stream; a processor that divides the N-bytes of data into sections, identifies overlay data in the sections, identifies signaling data in the sections and associates an identification tag for sections containing the overlay data and the signaling data; a storage device that stores the sections containing the overlay data and the signaling data with the identification tag; a display that displays the overlay data and the signaling data with the identification tag. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0005]      FIG. 1  is a schematic block diagram of one embodiment of an interactive advertising system utilizing an analyzing tool. 
           [0006]      FIG. 2  is a schematic diagram illustrating a section of MPEG-2 data. 
           [0007]      FIG. 3  is one embodiment of a schematic flow diagram for operating an analyzing tool. 
       
    
    
     DETAILED DESCRIPTION OF THE EMBODIMENTS 
       [0008]      FIG. 1  is a schematic block diagram of one embodiment of an interactive advertising system  100 . As shown in  FIG. 1 , a satellite  102  transmits data via downlink  106  to an antenna  108  located at head-end  104 . Although not illustrated in  FIG. 1 , data is transmitted by satellite  102  to multiple head-ends. In addition, multiple different satellites transmit data via downlinks to multiple head-ends, such as head-end  104 . A decoder  110  decodes the data received by antenna  108  and produces an MPEG-2 data stream  112  that is applied to an internet protocol multicast network  114 . The internet protocol multicast network  114  typically uses a UDP protocol for broadcasting the MPEG-2 data over Ethernet connection  116 . Analyzing tool  118  is connected to the Ethernet network and analyzes and monitors certain portions of the Ethernet data. The Ethernet data is also transmitted to a QUAM modulator  120 , which generates an RF signal that is applied to the cable network  122 . A plurality of set top boxes  124  are connected to the cable network  122 . The set top boxes  124  may be located in private residences, commercial establishments, etc. Cable network  122  is also connected to a plurality of aggregation servers, such as aggregation servers  126 ,  128  via communication connector  130 . Aggregation servers  126 ,  128  collect and aggregate data transmitted up stream on the cable network  122  by set top boxes  124 . In particular, the aggregation servers  126 ,  128  receive and aggregate orders placed by set top box users on set top boxes  124  that are produced in response to interactive advertising that is generated by the set top boxes  124  on users&#39; televisions, as explained in more detail below. Numerous different head-ends, such as head-end  104 , are operated by numerous different multiservice operators (MSOs). In general, each MSO operates multiple aggregation servers at multiple head-ends, such as head-end  104 . 
         [0009]    As also shown in  FIG. 1 , the aggregation servers  126 ,  128  generate two different sets of data. Order data  134  comprises one set of data that is transmitted to a fulfillment center, such as AXIOM fulfillment center  136 . In this instance, each of the orders placed by users and transmitted via set top boxes  124  is fulfilled by the fulfillment center  136 . As one example, coupons  158  may be sent to customers in response to an order placed by a customer. In other examples, information and actual products or services may be provided by the fulfillment center  136 . If coupons are provided, the coupons can be mailed by standard ground mail, or can be emailed as a printable coupon. 
         [0010]    The other set of data generated by the aggregation servers  126 ,  128  is statistical data  132 . Statistical data  132  simply provides statistical information as to the number of viewers who viewed a particular advertisement, how many orders were placed in response to the advertisement, and other similar data. The identification of the users is not provided because of privacy reasons. However, the location of the set top box  124  that has placed an order may be provided in the form of a zip code. 
         [0011]    As also shown in  FIG. 1 , the statistical data  132  is transmitted to an advanced advertising system  138 . The advanced advertising system  138  provides statistical data  144  to advertiser  142  and statistical data  141  to advertiser  140 . Of course, multiple advertisers can receive statistical data for each advertisement that is run by each of the advertisers. The multiple advertisers  140 ,  142  can then view the statistical data. If desired, the advertisers can place additional orders, particularly if statistical data shows positive results. For example, advertiser  140  can place an order  146  that is sent to advanced advertising system  138 . Similarly, advertiser  142  can place an order  148  that is sent to advanced advertising system  138 . If the statistical data indicates that a particular advertisement was successful, the advertisers  140 ,  142  may place orders for the same ad or similar ads. The advanced advertising system  138  then transmits orders  150  to the multiple various production studios  152 . The production studios  152  then process the orders  150  and transmit the orders to multiple head-ends, such as head-end  104 , via fiber link  159 , or antenna  154 , via uplink  156  to satellite  102 . Satellite  102  then uses downlink  106  to transmit the order to antenna  108 , which then transmits the order to decoders, such as decoder  110 , in multiple head-ends, such as head-end  104 . 
         [0012]    The orders placed by the set top boxes  124  are placed in response to an interactive ad generated by the production studios  152 , which normally takes the form of an interactive overlay that appears on the user&#39;s television screen. For example, if an ad is being run for a particular product, the overlay may allow the user to request a discount coupon for the product, obtain information about a product, or may simply allow the user to order the product at a discounted price. Activation of the option provided in the overlay generates a signal from the set top box, which is transmitted upstream to the aggregation servers  126 ,  128 , as disclosed above. 
         [0013]    The analyzing tool  118 , as disclosed above, is connected to the Ethernet network and analyzes the MPEG data. The analyzed data  160  is then transmitted to a centralized database  162 . Centralized database  162  collects data from a plurality of different analyzing tools located at different head-ends, such as head-end  104 , and other locations, such as production studios  152 . The centralized database  162  stores the analyzed data  160 , and other analyzed data from other analyzing tools, and creates a large database which is monitored to determine if any problems exist with the data. Central analyzer  164  analyzes all of the data stored in the centralized database  162  and presents that data on a monitoring screen. In addition, alarms can be set which can provide notification if a problem exists with the data. 
         [0014]    Each of the set top boxes  124 , illustrated in  FIG. 1 , includes user agent software that generates the overlay in response to data generated at the production studio and transmitted downstream over the cable network  122  to the set top boxes  124 . A user agent embedded in the set top boxes  124  reads the overlay data and generates the interactive overlay on the user&#39;s display. 
         [0015]      FIG. 2  is a diagram illustrating an MPEG-2 section  200  containing data  206  and header information  208 , which is generated by the production studios  152  transmitted downstream to the set top boxes  124 . The MPEG-2 data section  200  is packetized data that is broken into packets containing 188 bytes. Each packet is referred to as a section of the MPEG-2 data. 
         [0016]    At the beginning of each MPEG-2 section  200 , that contains 188 bytes, as illustrated in  FIG. 2 , is a start byte, which has a value of hexadecimal  47 . In that regard, the analyzing tool  118  monitors the MPEG-2 stream data for the start byte having a value of hexadecimal  47 . The analyzing tool  118  then divides the stream into sections of 188 bytes and checks to see that each section starts with a start byte having a value of hexadecimal  47 . The MPEG-2 section  200  includes headers, which may include a program identification byte (PID)  201  and a program allocation table (PAT)  202  or a program mapping table (PMT)  204 . The PID is the program identification byte that identifies the stream of data. The PAT  202  is a program allocation table that has a list of all the program mapping tables (PMTs). The PMTs (program mapping tables) provide information that identifies the type of data. For example, the data may be video data, audio data, EBIF application data, EBIF signaling data. EBIF application data describes the interactive overlay and interacts with the user agent in the set top box to create the interactive overlay. The EBIF EISS-signaling data instructs the user agent to display the EBIF data. For example, the EBIF EISS-signaling data may include an auto start signal that persists for five seconds, that functions to automatically start the EBIF application data. The EBIF EISS-signaling data may also include a present command that persists for 20 seconds, for example, that instructs the set top box to display the EBIF application data for 20 seconds. Further, the EBIF EISS-signaling data may include a destroy signal that persists for five seconds, to remove the overlay of the EBIF application data from the user screen. The EBIF application data includes a DSMCC DII signal that describes how the EBIF data is broken into pieces, and instructs the user agent as to how to assemble the data back to its original form. The EBIF application data also includes a program enhancement ID (PEID) that is 22 characters long, and is a unique identifier of the EBIF application data that describes the overlay to be displayed on the user screen. A PEID is assigned to each order that is placed by a production studio, such as production studios  152 , illustrated in  FIG. 1 . The PEID is included with the data and stays with the data throughout the process illustrated in  FIG. 1 . The PEID is the identification data that is used by the analyzing tool  118  and the centralizing analyzer  164  to display the analyzed data, as well as provide notifications and alarms. 
         [0017]      FIG. 3  shows a flow diagram  300  illustrating the operation of the analyzing tool  118 . At step  302 , the analyzing tool joins the IP multicast network and begins reading data from the Ethernet connection  116 . The analyzing tool  118  then reads a block of data containing N-bytes at step  304 . The analyzing tool  118  includes a buffer that stores the block of data containing N-bytes. At step  306 , the start byte is located by determining the byte that has a value of hexadecimal  47 . The data stream of N-bytes is then broken up into 188 byte sections at step  308 , which is a standard packet for MPEG-2 data. The analyzing tool  118  counts 188 bytes from the start byte and then determines that the next byte is a subsequent start byte. At step  310 , the program identification (PID) data is located. The PID is the unique identifier located in each section of data that identifies the stream to which that section belongs. At step  312 , the data is checked to determine if the data includes timing information. The timing information is data that constitutes a program clock reference (PCR). The PCR assists in feeding the data to a display at a constant rate. If the data includes timing information, an internal clock is set at step  314 . The process then proceeds to step  318 . At step  312 , if the section of data does not include timing information, the process proceeds to step  318  to determine if the PID located at step  310  is to be saved. 
         [0018]    During configuration of the analyzing tool  118 , the PIDs to be saved are identified. For example, PIDs for EBIF application data and PIDs for EBIF EISS-signaling data are identified as PIDs that should be saved by the system. If the PID associated with an MPEG-2 section of data that is identified as a PID to be saved, the data  206  in the MPEG-2 section for that PID is added to a list to be saved at step  320 . The list may be stored in high speed RAM buffer. The process then proceeds to step  322 . 
         [0019]    At step  344  of  FIG. 3 , a separate offline process is performed. At step  344 , the list of PIDs to be saved is checked to determine if the list contains data  206  for any PIDs to be saved. If it does, the data for the listed PIDs is logged to a database in the analyzing tool  118 , at step  346 . At step  348 , the list is cleared. If the list does not contain any data  206  for PIDs to be saved, the process waits at  349  for a predetermined period. After the predetermined period has expired, the process at step  344  again checks to see if the list contains any data  206  for PIDs to be saved. This process continues to monitor the list to determine if data  206  is present for PIDs to be saved in the list and stores the data  206  from the sections identified by the PIDs. The process illustrated at step  344  is a separate offline process because of the fact that data is streaming on the Ethernet input at a very high rate and the data must be processed offline in order to process the data sufficiently fast so that the buffer in the analyzing tool  118  is not overrun. 
         [0020]    At step  322  of  FIG. 3 , the processor in the analyzing tool  118  determines if the PID is program allocation table data (PAT). The program allocation table (PAT) data constitutes a list of the programming mapping tables (PMTs). As explained above, the programming mapping tables identify the type of data in the program stream, such as whether the data is audio data, video data, EBIF application data, EBIF EISS-signaling data, etc. If the PID is a PAT, the PAT table is updated at step  324 . The process then determines if there is additional data left at step  316 . In other words, the next section of data containing 188 bytes is processed to find the PID at step  310 . If there are no additional sections of data left in the buffer, the process returns to step  304 , where the buffer reads another block of data containing N-bytes. If the PID is not a PAT, the process proceeds to step  326  to determine if the data is programming mapping table (PMT) data. If the data in the section is PMT data, an updated PMT table is created at step  328 . If the data in the section of data is not PMT data, the process proceeds to step  330  to determine if the data is EISS-signaling data. If the data in the section is EISS-signaling data, the EISS data is saved to a list to be logged at step  332 . The process then returns to step  316 , as described above. A separate offline process is performed again to save the EISS data. At step  344 , the list of EISS data is checked to determine if data  206  is present on the list. If data  206  is present, the data  206  is logged to a database at step  346  in the analyzing tool  118  of  FIG. 1 . After the data has been logged, the list is cleared at step  348 . If there is no data on the list, the process waits at step  349  and checks the list periodically and continues to monitor the list. Again, the process is performed off-line in order to process the data sufficiently fast so that the buffer is not overrun. 
         [0021]    If the data is not EISS data, as determined at step  330  of  FIG. 3 , the analyzing tool  118  checks to see if the data in the section of data being analyzed is EBIF application data at step  334 . If it is not, the process proceeds to step  316 . If the data is EBIF application data, the data is assembled at step  336 . DII data is read by the analyzing tool  118 , which describes how the EBIF data is broken into pieces and indicates how a user agent can put the data together in a DSMCC carousel. Once the data is assembled at step  336 , it is determined at step  338  if all the EBIF data has been loaded. If not, the process proceeds to step  316 . If all the EBIF application data is loaded, as determined at step  338 , the EBIF data is parsed at step  340 . At step  342 , the EBIF application data is saved to a list to be logged to a database. Again, a separate offline process is performed to save the EBIF application data. At step  344 , the list of EBIF application data is checked to determine if data is present in the list. If data is present in the list, the data is logged to a database at step  346 . After the data has been logged, the list is cleared at step  348 . If there is no data in the list, the process waits at step  349  and checks the list periodically. 
         [0022]    Hence, the analyzing tool illustrated in  FIG. 3  identifies the EBIF application data and EBIF EISS-signaling data and stores this data with a PEID identifier. The data can then be displayed with the PEID identifier and alarms and notifications can be provided, if desired. 
         [0023]    The foregoing description of the invention has been presented for purposes of illustration and description. It is not intended to be exhaustive or to limit the invention to the precise form disclosed, and other modifications and variations may be possible in light of the above teachings. The embodiment was chosen and described in order to best explain the principles of the invention and its practical application to thereby enable others skilled in the art to best utilize the invention in various embodiments and various modifications as are suited to the particular use contemplated. It is intended that the appended claims be construed to include other alternative embodiments of the invention except insofar as limited by the prior art.

Technology Category: 5