CN102098552B - Advertisement insertion method, device and system in digital copyright management system - Google Patents

Abstract

The invention provides an advertisement insertion method, device and system in a digital rights management system. It involves the field of mobile communication; it solves the problem of blindness in advertising and reduces copyright fees. The method includes: the advertisement system generates a personalized advertisement corresponding to the terminal according to the collected terminal information; the content center determines the insertion point of the advertisement according to the content of the program stream; The advertisement system requests to deliver a personalized advertisement; the advertisement system selects a personalized advertisement from the personalized advertisements corresponding to the terminal, and delivers the personalized advertisement to the terminal. The technical scheme provided by the invention is suitable for digital copyright management systems.

Description

Advertisement insertion method, device and system in digital rights management system

technical field

The invention relates to the field of mobile communication, in particular to an advertisement insertion method, device and system in a digital rights management system.

Background technique

Digital Rights Management (DRM) technology is a method to protect digital multimedia content from illegal infringement. By encrypting digital content and additional information to determine whether the user has the right to use the content, to ensure that the content is only open to those who have been authorized.

The traditional content marketing model is that the content provider and the service operator only have a one-shot deal. In the process of digital media content marketing, the value of the content cannot be truly reflected, and the billing is only for the business itself. There is no control over the illegal distribution of digital content ordered by users.

Digital rights management technology enables the fair distribution of benefits in the entire life cycle of content from creation, to release, to user use, and greatly stimulates the creative passion of content creators, thereby producing more high-value digital content , The operator of the business also improves the business model for the promotion of content, thus promoting more refined customer management and marketing management. As a result, users have obtained more and higher-value digital content and better business services, thereby obtaining better user business experience. Digital rights management technology has promoted the digital media content industry chain to enter a good virtuous circle and promoted business prosperity. .

Although digital rights management has changed the traditional content marketing model, the existing digital rights management system has a single source of payment, and only authorized users pay for this part of the fee. Such fees are expensive for most consumer groups. A large economic burden limits the application of digital rights management technology in this part of the consumer group.

In order to allow more users to watch clearer and high-quality audio and video content, and to make digital rights management more commonly used in content encryption and management without compromising the interests of content providers, we can learn from the existing The method of earning income for certain TV programs is to insert advertisements in the audio and video content.

However, traditional advertisements are placed blindly and aimlessly, so that a large part of the advertising costs of advertisers does not serve the real purpose of publicity; at the same time, many irrelevant advertisements also waste users' time and make users feel bored with advertisements.

Contents of the invention

The invention provides an advertisement insertion method, device and system in a digital copyright management system, which introduces advertisement management in a targeted manner, solves the blindness problem of advertisement placement and reduces copyright fees.

An advertisement insertion method in a digital rights management system, comprising:

The advertisement system generates a personalized advertisement corresponding to the terminal according to the collected terminal information;

The content center determines the insertion point of the advertisement according to the content of the program stream;

The terminal requests the advertisement system to issue a personalized advertisement at an advertisement insertion point of the program stream;

The advertisement system selects a personalized advertisement from the personalized advertisements corresponding to the terminal, and delivers the personalized advertisement to the terminal.

Further, the digital rights management agent is located in the terminal, and the method also includes:

The digital rights management agent stops requesting delivery of personalized advertisements from the advertising system when the number of inserted personalized advertisements reaches a limited number of advertisements.

Further, before the step of requesting the advertisement system to deliver personalized advertisements at the advertisement insertion point of the program stream, the digital rights management agent further includes:

The digital rights management agent obtains the program stream identifier and the limited number of advertisements from the content center.

Further, before the step of requesting the advertisement system to deliver personalized advertisements at the advertisement insertion point of the program stream, the digital rights management agent further includes:

The data copyright management agent sends a copyright acquisition request to the copyright center, and the request carries the copyright type, the program stream identifier and the limited number of advertisements;

The copyright center determines the cost of the copyright object for the terminal according to the copyright acquisition request, according to the content obtained from the content center and the number of advertisements inserted by the terminal customized to the terminal;

The copyright center collects corresponding copyright fees from the terminal;

The copyright center issues a copyright object to the digital rights management agent after the terminal pays successfully.

Further, the advertisement insertion method in the above-mentioned digital rights management system also includes:

The digital rights management agent sends a copyright use information feedback message to the copyright center after the program stream is played, and the message carries the broadcast program stream identifier and the personalized advertisement identifier;

The copyright center determines the copyright fee corresponding to each personalized advertisement according to the copyright use information feedback message;

The copyright center sends an advertisement usage feedback message to the advertisement system, and the message carries the copyright fee corresponding to each personalized advertisement;

The advertisement system deducts corresponding copyright fees according to the advertisement usage feedback message, and pays to the copyright center.

The present invention also provides an advertisement insertion system in a digital rights management system, including: an advertisement system, a terminal, a content center,

The advertisement system is configured to generate a personalized advertisement corresponding to the terminal according to the collected terminal information, select a personalized advertisement from the personalized advertisements corresponding to the terminal according to the request of the terminal, and place an advertisement on the terminal send the personalized advertisement;

The content center is used to determine the insertion point of the advertisement insertion according to the content of the program stream;

The terminal is configured to request the advertisement system to deliver a personalized advertisement at an advertisement insertion point of a program stream.

The present invention also provides a digital rights management agent, including:

The requesting playback module is used to request the advertisement system to deliver the personalized advertisement at the advertisement insertion point of the program stream, and play the personalized advertisement.

Further, the above-mentioned digital rights management agent also includes:

The copyright request processing module is used to send a copyright acquisition request to the copyright center, carry the copyright type, the program stream identifier and the limited number of advertisements in the request, receive the copyright object issued by the copyright center, and after the program stream is played , sending a copyright use information feedback message to the copyright center, where the message carries the broadcast program stream identifier and the personalized advertisement identifier.

Embodiments of the present invention provide an advertisement insertion method, device and system in a digital rights management system. The advertisement system completes the advertisement insertion, generates a personalized advertisement corresponding to the terminal according to the collected terminal information, and the content center according to the terminal Select the content of the program stream to be played to determine the insertion point of the advertisement, and the terminal requests the advertisement system to deliver personalized advertisements at the advertisement insertion point of the program stream. Insert advertisements, which solves the problem that there is no mechanism for inserting advertisements in the program stream.

Description of drawings

Fig. 1 is a flowchart of an advertisement insertion method in a digital rights management system provided by an embodiment of the present invention;

FIG. 2 is a schematic diagram of an application scenario of an embodiment of the present invention;

FIG. 3 is a schematic structural diagram of an advertisement insertion system in a digital rights management system provided by an embodiment of the present invention;

FIG. 4 is a schematic structural diagram of a digital rights management agent provided by an embodiment of the present invention;

Fig. 5 is a schematic structural diagram of a digital rights management agent provided by another embodiment of the present invention.

Detailed ways

In a system using digital rights management technology, users purchase copyright objects by paying copyright fees to operators, and then download corresponding program streams to watch video programs. But at present, operators are not satisfied with the simple model of users buying copyrights to download and watch, but trying to add commercial advertisements to it. Advertisers provide advertisements, insert advertisements in videos, and advertisers share part of the copyright fees. Terminal experience can also reduce copyright fees borne by users.

In order to realize personalized advertisements in the digital rights management system and allow more users to watch more clear and high-quality audio and video content, the embodiment of the present invention provides an advertisement insertion method, using this method in the program stream The process of inserting advertisements in China is shown in Figure 1, including:

Step 101, the terminal logs into the advertising system, and enters terminal information;

The application environment of the embodiment of the present invention is shown in FIG. 2 , including a copyright center 201 , a content center 202 , a digital rights management agent 203 , a terminal 204 , an external storage 205 and an advertisement system 206 . Wherein, the digital rights management agent 203 is integrated in the terminal 204 of the user.

In this step, when the user needs to order digital multimedia, he first needs to log in to the advertising system, and enter terminal information through the digital rights management agent. sent to the advertising system.

Optionally, if it is the first time for a terminal to log in to the advertising system, the advertising system will create a terminal personalization database for the terminal to store the terminal information of the terminal. When the terminal logs in next time, it is not necessary to enter the terminal information. Or modify the stored terminal information.

Step 102, the advertisement system generates a corresponding personalized advertisement according to the terminal information;

In this step, the advertising system generates personalized advertising resources that meet the needs of the terminal according to the terminal information, and the resources include at least one advertisement.

The advertisements placed by the advertisers are pre-stored in the advertising system, and labels are added to each advertisement, such as "male", "sports", etc. When generating advertising resources, according to the terminal information and the label of the advertisement, multiple terminals that meet the requirements of the terminal are screened out. Ads, which constitute Personalized Ads Inventory.

Optionally, priority information can also be added for individual ads.

Step 103, the user logs into the content center and selects the content to be downloaded;

All digital multimedia program streams are stored in the content center. In this step, the user selects the content to be downloaded by logging into the content center.

In each program stream, at least one advertisement insertion point is set for use when inserting advertisements, so as to prevent random insertion of advertisements from interrupting programs at exciting places and affecting user experience.

Step 104, the user selects the type of copyright and the limited number of advertisements;

In this step, the user needs to select the type of copyright, such as monthly subscription or subscription, as the basis for charging. This information is also collected by the digital rights management agent and sent to the content center.

In addition, it is also necessary to select a limited number of advertisements, and the selectable range is not greater than the number of advertisement insertion points in the program stream selected by the user.

Step 105, the digital rights management agent downloads the selected program stream from the content center;

In this step, according to the result selected by the user in step 103, the content center distributes the corresponding program stream to the digital rights management agent, and a plurality of advertisement insertion points are set in the program stream.

Step 106, the digital rights management agent sends a copyright acquisition request to the copyright center;

In this step, the data copyright management agent sends a copyright acquisition request to the copyright center, and the request carries the copyright type, program stream identifier and limited number of advertisements. The copyright acquisition request is specifically a start rights object acquisition (ROAP) message.

Step 107, the copyright center determines the copyright fees to be borne by the user and the advertiser according to the copyright acquisition request, and collects the copyright fees from the user;

In this step, the copyright center determines the fee payable by the user and the fee borne by the advertiser according to the number of advertisements ordered by the user, and automatically deducts the copyright fee payable by the user from the copyright account of the user.

Step 108: After the user pays successfully, the copyright center issues the copyright object to the digital rights management agent;

In this step, the copyright center sends the copyright object to the copyright management agent after the user pays successfully.

It should be noted that, corresponding to the location information of the advertisement insertion point in the program stream, the node stream can be delivered synchronously in the content center, or the advertisement insertion can be added to the copyright object when the copyright center issues the copyright object in this step point location information.

Step 109, the digital rights management agent requests the advertisement system to issue a personalized advertisement at the advertisement insertion point of the program stream;

In this step, the digital rights management agent plays the program stream. When the advertisement insertion point is detected, it first determines whether the number of personalized advertisements played has reached the number of advertisements limited by the user. If not, it sends a request to the advertisement system. Deliver personalized advertisements.

Since the advertisement insertion points in the program stream have been set in advance, the distribution of advertisements is associated with the plot of the program stream and will not affect the normal viewing of users.

Step 110, the advertising system selects a personalized advertisement from the personalized advertisement resources to be inserted, and delivers the personalized advertisement to the digital rights management agent;

In this step, the advertising system first determines the personalized advertising resources corresponding to the terminal, and then selects a personalized advertisement to deliver. The copyright management agent delivers the personalized advertisement with the highest priority at the first advertisement insertion point, and so on.

Step 111, after the digital rights management agent finishes playing the program stream, it sends a copyright usage information feedback message to the copyright center;

In this step, the digital rights management agent carries the identifier of the broadcast program stream and the identifier of the personalized advertisement in the message for the copyright center to specifically calculate the copyright fee corresponding to each personalized advertisement.

Step 112, the copyright center determines the copyright fee corresponding to each personalized advertisement according to the copyright usage information feedback message, and sends the advertisement usage status feedback message to the advertising system;

In this step, the copyright center determines the copyright fee corresponding to each personalized advertisement according to the copyright usage information feedback message, and carries the copyright fee corresponding to each personalized advertisement in the advertisement usage feedback message sent to the advertising system.

Step 113 , the advertising system deducts the corresponding copyright fee from the advertiser of each personalized advertisement according to the advertisement usage feedback message, and pays to the copyright center.

Embodiments of the present invention also provide an advertisement insertion system in a digital rights management system, as shown in Figure 3, including: an advertisement system 301, a terminal 302, and a content center 303, characterized in that

The advertisement system 301 is configured to generate a personalized advertisement corresponding to the terminal 302 according to the collected terminal information, select a personalized advertisement from the personalized advertisements corresponding to the terminal according to the terminal request, and send the advertisement to the The terminal 302 issues the personalized advertisement;

The content center 303 is configured to determine the insertion point of the advertisement insertion according to the content of the program stream;

The terminal 302 is configured to request a program stream from the content center 303, and request the advertisement system 301 to deliver a personalized advertisement at an advertisement insertion point of the program stream.

Embodiments of the present invention also provide a digital rights management agent, the structure of which is shown in Figure 4, including:

The requesting module 401 is configured to request the advertisement system to deliver a personalized advertisement at the advertisement insertion point of the program stream, and play the personalized advertisement.

Further, the above-mentioned digital rights management agent, as shown in Figure 5, also includes:

The copyright request processing module 402 is used to send a copyright acquisition request to the copyright center, carry the copyright type, program stream identifier and limited number of advertisements in the request, receive the copyright object issued by the copyright center, and complete the playback of the program stream Afterwards, a copyright use information feedback message is sent to the copyright center, and the message carries the identifier of the program stream to be played and the identifier of the personalized advertisement.

The advertisement insertion system and the digital rights management agent in the above-mentioned digital rights management system can be combined with the advertisement insertion method in the digital rights management system provided by the embodiment of the present invention, and the advertisement insertion is completed by the advertisement system, according to the collected The terminal information generates a personalized advertisement corresponding to the terminal. The content center determines the insertion point of the advertisement according to the content of the program stream selected by the terminal. The terminal requests the advertisement system to send a personalized advertisement at the advertisement insertion point of the program stream. The advertising system According to the request of the terminal, the personalized advertisement is selected and delivered, which realizes the insertion of advertisements according to the needs of the terminal, and solves the problem that there is no mechanism for inserting advertisements in the program stream. And on the basis of the above-mentioned insertion of advertisements, the copyright center determines the copyright fees to be borne by the terminal and the advertiser according to the terminal information such as the copyright type selected by the terminal and the limited number of advertisements, and charges the terminal and the advertising system respectively, realizing the advertiser's Share the copyright fee with the terminal, enrich the content of the digital multimedia service, and reduce the service fee for the terminal use.

Those of ordinary skill in the art can understand that all or part of the steps carried by the methods of the above embodiments can be completed by instructing related hardware through a program, and the program can be stored in a computer-readable storage medium, and the program can be executed when executed , including one or a combination of the steps of the method embodiment.

In addition, each functional unit in each embodiment of the present invention may be implemented in the form of hardware, or may be implemented in the form of software functional modules. If the integrated modules are realized in the form of software function modules and sold or used as independent products, they can also be stored in a computer-readable storage medium.

The storage medium mentioned above may be a read-only memory, a magnetic disk or an optical disk, and the like.

The above is only a specific embodiment of the present invention, but the scope of protection of the present invention is not limited thereto. Anyone skilled in the art can easily think of changes or substitutions within the technical scope disclosed in the present invention. Should be covered within the protection scope of the present invention. Therefore, the protection scope of the present invention should be based on the protection scope described in the claims.

Claims (6)

1. the advertisement cut-in method in system for numeral copyright management, is characterized in that, comprising:

Ad system, by digital copyright management proxy collection terminal information, according to the described end message of collecting, generates the personalized advertisement corresponding with described terminal;

Content center, according to the content of program stream, is determined the spot breaking for commercialsy;

Described terminal is the advertisement insertion point at program stream by described digital copyright management proxy, issues personalized advertisement to described ad system request;

Described ad system is selected personalized advertisement from the personalized advertisement corresponding with described terminal, and issues this personalized advertisement by described digital copyright management proxy to described terminal; Wherein,

Described digital copyright management proxy, at the advertisement insertion point of program stream, before issuing the step of personalized advertisement, also comprises to described ad system request:

Described digital copyright management proxy sends copyright to copyright center and obtains request, the number of ads of carrying copyright type, program stream mark and limiting in this request;

Described copyright center obtains request according to described copyright, according to the advertisement insertion quantity of the content of obtaining from described content center and described terminal customization, for terminal is determined the expense of right objects;

In described copyright, mind-set terminal is collected corresponding copyright fee;

Described copyright center, after terminal payment success, issues right objects to described digital copyright management proxy.

2. the advertisement cut-in method in system for numeral copyright management according to claim 1, is characterized in that, digital copyright management proxy is arranged in terminal, and the method also comprises:

Described digital copyright management proxy, in the time that the personalized advertisement quantity of having intercutted reaches the number of ads of restriction, stops issuing personalized advertisement to described ad system request.

3. the advertisement cut-in method in system for numeral copyright management according to claim 1, is characterized in that, described digital copyright management proxy, at the advertisement insertion point of program stream, before issuing the step of personalized advertisement, also comprises to described ad system request:

The number of ads that described digital copyright management proxy obtains program stream mark and limits from content center.

4. the advertisement cut-in method in system for numeral copyright management according to claim 1, is characterized in that, also comprises:

Described digital copyright management proxy, after program stream finishes playing, sends copyright and uses information feedback message to copyright center, carry program stream mark and the personalized advertisement mark of broadcasting in this message;

Described copyright center is used information feedback message according to this copyright, determines the copyright fee that each personalized advertisement is corresponding;

In described copyright, described in mind-set, ad system sends advertisement service condition feedback message, carries the copyright fee that each personalized advertisement is corresponding in this message;

Described ad system, according to described advertisement service condition feedback message, is taken off corresponding copyright fee, and pays to described copyright center.

5. the advertisement insertion system in system for numeral copyright management, comprising: ad system, terminal, content center, digital copyright management proxy, it is characterized in that,

Described ad system, be used for by described digital copyright management proxy collection terminal information, according to the described end message generation of the collecting personalized advertisement corresponding with described terminal and according to terminal request, from the personalized advertisement corresponding with described terminal, select personalized advertisement, issue this personalized advertisement by described digital copyright management proxy to described terminal;

Described content center, for according to the content of program stream, determines the spot breaking for commercialsy;

Described terminal, for the advertisement insertion point at program stream by described digital copyright management proxy, issues personalized advertisement to described ad system request;

Described digital copyright management proxy, obtains request for sending copyright to copyright center, the number of ads of carrying copyright type, program stream mark and limiting in this request, and receive the right objects that described copyright center issues.

6. a digital copyright management proxy, is characterized in that, ad system, by described digital copyright management proxy collection terminal information, generates the personalized advertisement corresponding with described terminal according to the described end message of collecting; Described digital copyright management proxy also comprises request playing module, for the advertisement insertion point at program stream, issues personalized advertisement to described ad system request, and plays this personalized advertisement; Also comprise: copyright request processing module, obtain request for sending copyright to copyright center, the number of ads of carrying copyright type, program stream mark and limiting in this request, receive the right objects that described copyright center issues, and after program stream finishes playing, send copyright to copyright center and use information feedback message, in this message, carry program stream mark and the personalized advertisement mark of broadcasting.

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