KR20190130868A - Method, apparatus and computer program for providing advertisement - Google Patents

Abstract

The present invention relates to an advertisement providing method, an apparatus and a computer program. The present invention relates to a method for a relay server to provide an advertisement to a client, the method comprising: receiving, from a content providing server, one or more content files related to any multimedia content and first media presentation description (MPD) information related to the multimedia content; And inserting a period element or segment for content into the first MPD information to generate second MPD information, and transmitting the second MPD information to the client requesting the multimedia content. According to the present invention, a relay server operator in each region may provide a local advertisement to a client by using DASH technology, and both a content provider and a relay server operator may generate revenue.

Description

Ad delivery method, device and computer program {METHOD, APPARATUS AND COMPUTER PROGRAM FOR PROVIDING ADVERTISEMENT}

The present invention relates to a method and a system for providing an advertisement, and more particularly, to a method and a system for providing an advertisement that can effectively provide advertisements to clients and generate revenue in each region using DASH.

Dynamic Adaptive Streaming over HTTP (DASH) is a type of HTTP adaptive streaming developed in the ISO standard. As can be seen from the inclusion of the word adaptive, the client can select the appropriate video quality according to its terminal-side network situation to receive the service. The Moving Picture Expert Group (MPEG) anticipated that the technology would greatly impact the existing streaming service environment. In MPEG, a group called DASH began to standardize the streaming package format.

The DASH server encodes the video content into versions having different bit rates, and then divides the encoded video data into smaller segments or chunks. These segments are delivered at the request of the DASH client. The DASH client performs a bitrate application algorithm according to its situation to calculate the available bandwidth of the network and based on the result, determines the bitrate of the next video segment. That is, the video player of the DASH client selects and provides an appropriate video quality in consideration of the current terminal network state and QoE.

There are two elements to DASH: The first is Media Presentation (MP), which allows audio / video to be bundled into a single file, such as HTTP live streaming, or split into individual files, such as smooth streaming. The second is Media Presentation Description (MPD), and MPD is XML representing stream information.

Conventionally, Korean Patent Application Publication No. 2016-0034339 (name of the invention: a transmission method of target media content, publication date: March 29, 2016) discloses a target media content corresponding to a user profile by a user device in order to provide a customized advertisement. Techniques such as providing a selection has been disclosed.

In practice, however, such media content is often transmitted from the relay server to the client using a content delivery network for efficiently delivering the content to a specific region. Therefore, there is a need for a method in which a relay server that actually transmits content can secure advertisement revenue according to content provision.

An object of the present invention is to provide a system that allows local relay server operators to provide local advertisements to clients using DASH technology, and to allow both content providers and relay server operators to generate revenue.

Another object of the present invention is to provide a method and system that can effectively utilize DASH in providing an advertisement.

In accordance with an aspect of the present invention, a method for providing an advertisement to a client by a relay server includes: at least one content file associated with any multimedia content from a content providing server and first media presentation description (MPD) information associated with the multimedia content. Receiving the information, inserting a period element or segment for the advertisement content into the first MPD information to generate a second MPD information, and transmitting the second MPD information to the client requesting the multimedia content; It is characterized by the thing.

In addition, the present invention provides an advertisement providing apparatus for providing an advertisement to a client,

An advertisement content DB storing at least one advertisement content, a multimedia content DB storing at least one multimedia content received from a content providing server, at least one content file associated with any multimedia content from the content providing server, and a first associated with the multimedia content A communication unit for receiving Media Presenstation Description (MPD) information and transmitting second MPD information generated by using the first MPD information to a client requesting the multimedia content, and a period element or segment for the advertisement content. The MPD converter may insert the MPD information to generate the second MPD information.

According to the present invention as described above, a regional server operator in each region may provide a local advertisement to a client using DASH technology, and both the content provider and the relay server operator may generate revenue.

In addition, according to the present invention can effectively utilize DASH in providing an advertisement.

1 is a view showing an operating environment of the advertisement providing apparatus according to an embodiment of the present invention;
2 is a block diagram illustrating a configuration of an advertisement providing apparatus according to an embodiment of the present invention;
3 is a view for explaining the structure of MPD information according to an embodiment of the present invention;
4 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention;
5 to 7 are flowcharts illustrating a method of generating MPD information according to an embodiment of the present invention.

The above objects, features, and advantages will be described in detail with reference to the accompanying drawings, whereby those skilled in the art may easily implement the technical idea of the present invention. In describing the present invention, when it is determined that the detailed description of the known technology related to the present invention may unnecessarily obscure the gist of the present invention, the detailed description will be omitted. Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings. The same reference numerals in the drawings are used to indicate the same or similar components, all combinations described in the specification and claims may be combined in any way. And unless specified otherwise, reference to the singular may include one or more, and reference to the singular may also include the plural expression.

1 is a diagram illustrating an operating environment of an advertisement providing apparatus 200 according to an exemplary embodiment.

In the present specification, the relay server 200 may be understood to refer to an advertisement providing device, and includes a CDN server and a cache server in a content delivery network. 1 illustrates an embodiment in which the advertisement providing apparatus 200 is used in a content delivery network.

Referring to FIG. 1, a content delivery network according to an embodiment of the present invention may be configured of a content providing server 100, a relay server 200, and a client 300.

The content providing server 100 is a server operated by a content provider such as a media company or an e-commerce company, and includes multimedia elements such as web elements such as text, graphics, and scripts, downloadable software, media files, documents, applications, Real time media, on-demand streaming, social networks, games and the like can be provided to the user.

The relay server 200 is a kind of cache server that receives and stores the above-mentioned multimedia content from the content providing server 100 and redistributes it, thereby reducing the cost of the content provider by reducing traffic of the content providing server, and using the large distributed server equipment. It mitigates attack traffic. When the relay server 200 receives the content request from the end user (client), the relay server 200 may provide the content to the client quickly and stably by providing the content in the nearest place.

The relay server 200 is installed at the end of the ISP network as shown in FIG. Can provide. If the relay server 1 200a fails to find the content file requested by the client in the stored file, the relay server 1 200a finds the corresponding content in the content providing server 100 or another relay server 200b and responds to the client. Can be transmitted.

As illustrated in FIG. 2, the relay server 200 according to an embodiment of the present invention may include a communication unit 230, an MPD converter 250, a content manager 260, a charging unit 280, and an advertisement content DB 270. ), The multimedia content DB 290 may be included, and the MPD converter 250 may include an advertisement content information generator 253 and an MPD generator 255.

The communication unit 230 receives one or more content files and first MPD information related to any multimedia content from the content providing server 100, and requests multimedia content for newly generated second MPD information using the first MPD information. You can send it to the client. The communication unit 230 is a communication module supporting data transmission and reception through a wired or wireless network, and the present invention is not limited by the communication method.

The MPD converter 255 may generate the information of the advertisement content previously stored in the advertisement content DB 270 in the form of a period element and a segment supported by the DASH protocol. The MPD information may be generated using the first MPD information. The second MPD information may be generated by inserting into the.

Media Presentation Description (MPD) information is a metadata file supported by DASH, a standardized HTTP streaming protocol, and is an XML representing information of a stream.

The MPD information includes information about initial settings and media segments for the media player to ensure that the segments are mapped to the media presentation timeline for switching and synchronous presentations with different representations. DASH has also been standardized by other organizations such as Moving Picture Experts Group (MPEG), Open IP Television (IPTV) Forum (OIPF), and Hybrid Broadcast Broadband TV (HbbTV).

The client 300 may receive the multimedia content by downloading the segment through a series of HTTP request response processes. DASH provides the ability to dynamically switch between different bit rate indications of content as the bandwidth available to mobile devices changes. Thus, DASH enables fast adaptation to changing client device capabilities such as network and wireless connection conditions, user preferences, display resolution, CPU used, memory resources available, and so on. Dynamic adaptation of DASH can provide users with better QoE with shorter startup delays and less rebuffering than other streaming protocols.

The MPD information may have a structure as shown in FIG. 3. The MPD information consists of one or more period elements 10.

The period element 10 may include each period element ID, a start time, and a duration, and may include one or more base URLs 11 and various adaptation sets 13. .

The base URL 11 specifies a common URL of different segments or resources, and the adaptation set 13 is a set of one or more interchangeable encoded versions that contain information about one or more media components. Can be provided. Each adaptation set may include a representation 30 which is one or more transmittable encoded versions along with many encoded alternatives. For example, each adaptation set may include a number of differently encoded audio alternatives such as different bit rates, mono, stereo, surround sound, DVO, and the like.

As an example, adaptation set 1 may include one or more representations that provide different bit rates, such as representation 1 (10Mps), representation 2 (5Mbps), representation 3 (500kbps). Video may also be available in different formats, such as two-dimensional or three-dimensional video.

Each representation may include an initialization segment 31 containing initial configuration information and one or more actual media segments, i. E. A segment list or segment information 33. Segment 33 represents the largest piece that can be taken in one HTTP request. Multimedia in the adaptation set may be divided into smaller segments. For example, adaptation set 1 (13) corresponding to a 60 second long video segment may be divided into three, each 20 second media segment (33).

The MPD information of the multimedia content generated as described above is used by the client 300 to receive the multimedia content. For example, when the client 300 requests the multimedia content from the content providing server 100, the relay server 200 mapped to the client 300 may transmit MPD information to the client 300, and then the client The 300 may receive the media in units of segments from the relay server 200 according to the MPD information.

Referring to the operation of the MPD converter 250 again, the relay server 200 generally transmits the MPD information provided from the content providing server 100 to the client 300 as it is, according to an embodiment of the present invention. The relay server 200 generates new second MPD information by inserting advertisement content related information into the first MPD information received from the content providing server 100, and transmits the second MPD information to the client 300. When the 300 plays (requests) the multimedia content corresponding to the second MPD information, the relay server 200 may provide the client 300 with the advertisement content to be provided.

To this end, the MPD converter 255 may include an advertisement content information generator 253 and an MPD generator 255.

The advertisement content information generator 253 may generate period elements and segments supported by the DASH protocol by using the information of the advertisement content previously stored in the advertisement content DB 270.

The relay server 200 may be a kind of local server for managing clients in a certain area. The content providing server 100 may insert its own advertisement content into the multimedia content and provide the same together, and the relay server 200 may delete such advertisement content and use the advertisement content separately contracted by the relay server 200 such as a local advertisement. It can replace the corresponding advertising content. Alternatively, the relay server 200 may obtain a cost for caching and transmitting content supplied from the content providing server 100 by inserting a separate advertisement with a content provider managing the content providing server 100. Can be covered by income. To this end, the advertisement content information generation unit 253 of the relay server 200 transmits the advertisement content, which is uniquely obtained by the relay company managing the relay server 200, to the client 300, and performs DASH on the advertisement content. MPD information of the protocol may be generated.

For example, if the local advertisement content A stored in the advertisement content DB 270 has a length of 60 seconds, the period element ID = local_ad, the start time = 0 sec, the duration = 60 seconds, and the adaptation set 0 to 2 An element may be generated, and the adaptation set may include one or more representations with different transmission rates. In addition, each expression may include actual segment information of the advertisement content supporting the transmission rate, and the segment may be divided into four segments of 15 seconds. In each segment information, the start time will be displayed as 0 sec, 15 sec, 30 sec, and 45 sec, respectively.

The MPD generator 255 may generate second MPD information by inserting a period element or segment of the advertisement content into the first MPD information.

For example, the MPD generator 255 may generate the second MPD information by replacing the period element of the first MPD information with the period element of the advertisement content or by replacing the segment of the first MPD information with the segment of the advertisement content. .

In another embodiment, the MPD generator 255 inserts a period element of the advertisement content between the period elements of the first MPD information, or inserts a segment of the advertisement content between the segments of the first MPD information, and a period element of the advertisement content. The insertion time adds the duration of the advertisement content to the start time of the period element of the first MPD information, or the start time adds the duration of the advertisement content to the start time of the segment of the first MPD information according to the insertion of the segment of the advertisement content. The second MPD information may be generated by updating the information.

More specifically, the MPD generation unit 255 inserts a period element of the advertisement content before the first period element of the first MPD information, and continues the advertisement content at the start time of each period element of the first MPD information. The start time information may be updated by adding a duration. This is also applicable for segments.

Further, in inserting a period element or segment, the MPD generation unit 255 checks the duration of each period element (or segment) of the first MPD information, and sets the period between the period element (or segment) at a predetermined period. You can insert a period element (or segment) of ad content. By inserting the period element (or segment) of the advertisement content, the start time information may be updated by adding the duration of the advertisement content to the start time of the period element (or segment) after the inserted period element (or segment). have.

As such, by inserting the advertisement content provided by the relay server 200 between the multimedia contents, the relay server 200 may generate additional advertisement revenue without the hassle of combining the advertisement contents with the multimedia contents.

In another embodiment, the MPD generator 255 checks whether a period element ID of the first MPD information includes a keyword that can be identified as an advertisement, and uses the period element including the keyword as a period element of the advertisement content. Can be replaced. For example, the ID of the period element may be generated as disney_period_1, disney_period_2, adv_disney_period_1, disney_period_3, disney_period_4, adv_disney_period_2. The MPD generation unit 255 may check whether a keyword set as a keyword that can be identified as an advertisement in advance, such as adv, ad, advertise, is included in the period element ID. In the above example, the period elements with IDs adv_disney_period_1 and adv_disney_period_2 may be identified as advertisements, and the corresponding period elements may be replaced with period elements of the advertisement content generated by the advertisement content information generation unit 253 of the relay server 200. have.

Alternatively, in inserting the segment, it may be checked whether a segment included in the first MPD information includes a keyword that can be identified as an advertisement, and the segment including the keyword may be replaced with a segment of the advertisement content. For example, each segment may include a stream URL. The streaming URL name may be set to distinguish the advertisement and the multimedia content. For example, the stream URL of media segment 1 could be http://disney.com/cinderella1.mp4, and the stream URL of media segment 5 could be http://disney.com/cinderella_barbie_ad.mp4, and “ad” If it is set as a keyword that can be identified as an advertisement, the MPD generation unit 255 may replace the media segment 5 with a segment of advertisement content that has its own.

As another method for replacing the advertisement inserted by the content providing server 100 with the advertisement of the relay server 200, a keyword that can be identified as an advertisement is included in the segment included in the first MPD information by the MPD converter 250. After confirming that the first MPD information is used as the second MPD information, the content manager 260 may change the download URL of the advertisement content into a keyword included in the first MPD information. That is, in the above-described example, if the stream URL of the media segment 5 including “ad” is http://disney.com/cinderella_barbie_ad.mp4, the first MPD information is left as it is and is inserted when the corresponding multimedia content is played. You can change the download URL of the ad content to http://disney.com/cinderella_barbie_ad.mp4.

The above-described example is intended to replace the advertisement inserted by the content providing server 100 with the advertisement of the relay server 200. When the content provider agrees with the relay company in advance, the client 300 plays the specific multimedia content. Instead of the content provider's advertisement, the advertisement of the relay company may be played. This allows the content provider to reduce the cost of the broadcast by allowing the broadcaster to earn advertising revenue, instead of paying the broadcaster, and the provider pays a higher amount than the amount paid for the traditional broadcast. By securing advertising content from advertisers who are willing to do so, you can generate higher revenue.

Meanwhile, in selecting the advertisement content to be inserted when providing the specific multimedia content, the content manager 260 may include a genre, category, target viewer (or listener), multimedia content file of the multimedia content among the advertisement content previously stored in the relay server 200. The advertisement content may be selected in consideration of at least one of the resolution and the length of the multimedia content file.

The accounting unit 280 may request an advertisement server corresponding to the number of times of transmitting the advertisement content to the advertiser server, and transmit an amount of a predetermined ratio among the advertisement costs to the content providing server.

Hereinafter, an advertisement providing method according to an embodiment of the present invention will be described with reference to FIGS. 4 to 6.

Referring to FIG. 4, the advertisement providing apparatus according to an exemplary embodiment may receive one or more content files related to arbitrary multimedia content and first MPD information related to the multimedia content from a content providing server (S100).

The advertisement providing apparatus may generate a period element or segment for the advertisement content (S200), and generate the second MPD information by inserting the period element or segment for the advertisement content into the first MPD information (S300).

In addition, by transmitting the second MPD information to the client requesting the multimedia content, when the client plays the multimedia content, an advertisement inserted by the advertisement providing device may be provided together with the multimedia content (S400).

In operation 300, the advertisement providing apparatus generates second MPD information by replacing a period element of the first MPD information with a period element of the advertisement content or replacing a segment of the first MPD information with a segment of the advertisement content. can do.

In another embodiment of step 300, the advertisement providing apparatus inserts a period element of the advertisement content between the period elements of the first MPD information, or the segment of the first MPD information, as shown in FIG. The segment of may be inserted (S305). The duration of the advertisement content is added to the start time of the period element of the first MPD information according to the insertion of the period element of the advertisement content, or the start time of the segment of the first MPD information according to the insertion of the segment of the advertisement content. The start time information may be updated by adding the duration of the advertisement content to (S307).

In another embodiment, the advertisement providing apparatus inserts a period element of the advertisement content before the first period element of the first MPD information, and the duration of the advertisement content at the start time of each period element of the first MPD information. The start time information may be updated by adding a duration).

Referring to FIG. 6, the apparatus for providing an advertisement determines whether a keyword that can be identified as an advertisement is included in a period element ID of the first MPD information (S335), and the period element including the keyword is determined. It may be replaced with a period element of the advertisement content (S337). The embodiment of FIG. 6 may be applicable to a segment other than a period element ID. In this case, the advertisement providing apparatus checks whether a segment that is identified as an advertisement is included in the segment included in the first MPD information in step 335. The first MPD information may be used as the second MPD information, and the download URL of the advertisement content may be reset to the URL of the segment including the keyword (S339).

Referring to the example of FIG. 7 for step 300, the advertisement providing apparatus checks the duration of each period element of the first MPD information (S355), and inserts a period element of the advertisement content between the period elements at a predetermined period. It may be (S357). By inserting the period element of the advertisement content, the start time information may be updated by adding the duration of the advertisement content to the period element start time of the first MPD information after the inserted period element (S359).

In addition, although not shown in the drawing, after 400, the advertisement providing apparatus requests an advertiser's cost corresponding to the number of times the advertisement content is transmitted, and transmits an amount of a predetermined ratio among the advertisement's costs to the content providing server. It is possible to secure revenue through broadcast advertising.

Some embodiments omitted in the present specification may be equally applicable to the same subject matter. In addition, the above-described present invention can be variously substituted, modified, and changed within the scope without departing from the spirit of the present invention for those skilled in the art to which the present invention pertains to the above-described embodiments and attached It is not limited by the drawings.

100: content delivery server
200: advertisement providing device, relay server
300: client

Claims (12)

In the method for the relay server to provide advertising to the client,
Receiving one or more content files associated with any multimedia content and first Media Presenstation Description (MPD) information associated with the multimedia content from a content providing server;
Generating second MPD information by inserting a period element or segment for advertisement content into the first MPD information;
And transmitting the second MPD information to the client requesting the multimedia content.
The method of claim 1,
Generating the second MPD information,
Generating the second MPD information by replacing a period element of the first MPD information with a period element of the advertisement content or replacing a segment of the first MPD information with a segment of the advertisement content. .
The method of claim 1,
Generating the second MPD information
Inserting a period element of the advertisement content between the period elements of the first MPD information, or inserting a segment of the advertisement content between the segments of the first MPD information;
The duration of the advertisement content is added to the start time of the period element of the first MPD information according to the insertion of the period element of the advertisement content, or the start time of the segment of the first MPD information according to the insertion of the segment of the advertisement content. Updating the start time information by adding the duration of the advertising content.
The method of claim 1,
Generating the second MPD information
Checking whether a period element ID of the first MPD information includes a keyword that can be identified as an advertisement;
And replacing the period element including the keyword with the period element of the advertisement content.
The method of claim 1,
Generating the second MPD information
Inserting a period element of the advertisement content before the first period element of the first MPD information;
And updating a start time information by adding a duration of the advertisement content to a start time of each period element of the first MPD information.
The method of claim 1,
Generating the second MPD information
Checking a duration of each period element of the first MPD information;
Inserting period elements of the advertisement content between the period elements at predetermined periods;
And inserting a period element of the advertisement content to update the start time information by adding the duration of the advertisement content to the period element start time of the first MPD information after the inserted period element.
The method of claim 1,
Generating the second MPD information
Checking whether a segment included in the first MPD information includes a keyword that can be identified as an advertisement;
And replacing the segment containing the keyword with the segment of the advertisement content.
The method of claim 1,
Generating the second MPD information
Checking whether a segment included in the first MPD information includes a keyword that can be identified as an advertisement, and using the first MPD information as the second MPD information,
Resetting the download URL of the advertising content to the URL of the segment containing the keyword.
The method of claim 1,
The advertisement content is selected in consideration of at least one of a genre of the multimedia content, a category, a target viewer (or listener), a resolution of the multimedia content file, or a length of the multimedia content file among the advertisement content previously stored in the relay server. Advertising providing method characterized in that the advertising content.
The method of claim 1
Requesting an advertisement fee corresponding to the number of transmission of the advertisement content to an advertiser server;
The method of claim 1 further comprising the step of transmitting a predetermined amount of the advertising costs to the content providing server.
In a relay server for providing an advertisement to a client,
An advertisement content DB for storing one or more advertisement contents;
A multimedia content DB for storing one or more multimedia contents received from a content providing server;
Receive one or more content files related to any multimedia content and first MPD (Media Presenstation Description) information related to the multimedia content from the content providing server, and the second MPD information generated by using the first MPD information. Communication unit for transmitting the content to the requesting client;
And an MPD converter configured to insert the period element or segment for the advertisement content into the first MPD information to generate the second MPD information.
An advertisement providing application of a relay server stored in a computer readable medium for executing the method of any one of claims 1 to 10.

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