CONTENT INDEPENDENT ADVERTISEMENT DELIVERY PLATFORM FOR DIGITAL TV

摘要

The present invention relates to an advertisement delivery platform, which is capable of distributing ads for Digital television across a variety of platforms. The content independent advertisement delivery platform provides a system and method that allows for insertion of TV content independent ad assets on viewed TV content. It uses the TV transmission infrastructure to send the ad assets as a linear channel to STBs (similar to normal TV content channels) and using the STB backchannel to send ad splice decision and get reports back from STB. The system and method proposes ad splicing at the set-top box end, which is scalable, compatible across a variety of transmission networks such as DTH, cable, IPTV etc. as the architecture conserves transmission bandwidth.