Disney Building Own Dynamic Ad Insertion System

Walt Disney Co. is building a dynamic ad insertion system that would rely on Apple’s next-generation QuickTime X platform to deliver targeted advertising to any screen, according to a patent application obtained by The Donohue Report on Thursday.

Giuseppe ManzariDisney ABC Television Group Executive Director of Technology Giuseppe Manzari is named as lead inventor on the patent application, titled, “Streaming Playback and Dynamic Ad Insertion.”

Abstract: There is provided a system and method for dynamically generated client side streaming playlists. There is provided a method comprising receiving a request to stream a video asset for playback, retrieving, from a network, a video asset playlist corresponding to the video asset and an ad campaign playlist, generating a consolidated video playlist including the video asset playlist and the ad campaign playlist, and processing the consolidated video playlist using a media playback framework to stream a plurality of video files from the network for decoding and output to a display. Discontinuity tags within the video asset playlist may be utilized as insertion points for portions of the ad campaign playlist. The consolidated video playlist may be accessed through a local HTTP web server, advantageously allowing the use of commonly installed media playback framework models such as QuickTime X to trigger adaptive bitrate support through HTTP Live Streaming.

Patent Application

Claims:

1-20. (canceled)

21. A device comprising: a processor configured to: receive a request to stream a video asset for playback; retrieve, from a network, a first video asset playlist including a plurality of segments of the video asset encoded at a first encoding rate and a second video asset playlist including the plurality of segments of the video asset encoded at a second encoding rate, wherein the first encoding rate is different than the second encoding rate; retrieve, from the network, a first ad campaign playlist including a plurality of segments of an ad campaign encoded at the first encoding rate and a second ad campaign playlist including the plurality of segments of the ad campaign encoded at the second encoding rate; consolidate the first video asset playlist including the plurality of segments of the video asset with the first ad campaign playlist including the plurality of segments of the ad campaign to generate a first consolidated playlist having a plurality of segments at the first encoding rate; consolidate the second video asset playlist including the plurality of segments of the video asset with the second ad campaign playlist including the plurality of segments of the ad campaign to generate second first consolidated playlist having a plurality of segments at the second encoding rate; and adaptively switch, based on a status of the network, between streaming the first consolidated playlist at the first encoding rate and the second consolidated playlist at the second encoding rate.

22. The device of claim 21, wherein each of the plurality of segments of the video asset has a runtime of 10 seconds or less.

23. The device of claim 21, wherein the processor is configured to generate the first consolidated playlist by executing a local web server to provide the media playback framework access to the first consolidated playlist by Hypertext Transfer Protocol (HTTP).

24. The device of claim 21, wherein the first video asset playlist, the second video asset playlist, the first ad campaign playlist, the second ad campaign playlist, the first consolidated playlist and the second consolidated playlist are each specified in the M3U or M3U8 playlist format.

25. The device of claim 21, wherein the first video asset playlist, the second video asset playlist, the first ad campaign playlist, the second ad campaign playlist, the first consolidated playlist and the second consolidated playlist are each specified in the Extended M3U or Extended M3U8 playlist format, and wherein the processor is configured to generate the first consolidated playlist by using a plurality of discontinuity tags within the first consolidated playlist to insert portions of the first ad campaign playlist.

26. The device of claim 21, wherein the media playback framework utilizes HTTP Live Streaming.

27. The device of claim 21, wherein the first ad campaign playlist and the second ad campaign playlist are targeted for the device.

28. The device of claim 21, wherein the plurality of segments of the video asset are hosted on a content delivery network (CDN).

29. The device of claim 21, wherein the first video asset playlist and the second video asset playlist are retrieved from a content web server and the first ad campaign playlist and the second ad campaign playlist are retrieved from an ad web server.

30. A method for use by a device having a processor, the method comprising: receiving, using the processor, a request to stream a video asset for playback; retrieving, using the processor, from a network, a first video asset playlist including a plurality of segments of the video asset encoded at a first encoding rate and a second video asset playlist including the plurality of segments of the video asset encoded at a second encoding rate, wherein the first encoding rate is different than the second encoding rate; retrieving, using the processor, from the network, a first ad campaign playlist including a plurality of segments of an ad campaign encoded at the first encoding rate and a second ad campaign playlist including the plurality of segments of the ad campaign encoded at the second encoding rate; consolidating, using the processor, the first video asset playlist including the plurality of segments of the video asset with the first ad campaign playlist including the plurality of segments of the ad campaign to generate a first consolidated playlist having a plurality of segments at the first encoding rate; consolidating, using the processor, the second video asset playlist including the plurality of segments of the video asset with the second ad campaign playlist including the plurality of segments of the ad campaign to generate second first consolidated playlist having a plurality of segments at the second encoding rate; and adaptively switching, using the processor, based on a status of the network, between streaming the first consolidated playlist at the first encoding rate and the second consolidated playlist at the second encoding rate.

31. The method of claim 30, wherein each of the plurality of segments of the video asset has a runtime of 10 seconds or less.

32. The method of claim 30, wherein the processor generates the first consolidated playlist by executing a local web server to provide the media playback framework access to the first consolidated playlist by Hypertext Transfer Protocol (HTTP).

33. The method of claim 30, wherein the first video asset playlist, the second video asset playlist, the first ad campaign playlist, the second ad campaign playlist, the first consolidated playlist and the second consolidated playlist are each specified in the M3U or M3U8 playlist format.

34. The method of claim 30, wherein the first video asset playlist, the second video asset playlist, the first ad campaign playlist, the second ad campaign playlist, the first consolidated playlist and the second consolidated playlist are each specified in the Extended M3U or Extended M3U8 playlist format, and wherein the processor generates the first consolidated playlist by using a plurality of discontinuity tags within the first consolidated playlist to insert portions of the first ad campaign playlist.

35. The method of claim 30, wherein the media playback framework utilizes HTTP Live Streaming.

36. The method of claim 30, wherein the first ad campaign playlist and the second ad campaign playlist are targeted for the device.

37. The method of claim 30, wherein the plurality of segments of the video asset are hosted on a content delivery network (CDN).

38. The method of claim 30, wherein the first video asset playlist and the second video asset playlist are retrieved from a content web server and the first ad campaign playlist and the second ad campaign playlist are retrieved from an ad web server.