WO2010003325A1 - 广告替换方法、装置及系统 - Google Patents

广告替换方法、装置及系统 Download PDF

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Publication number
WO2010003325A1
WO2010003325A1 PCT/CN2009/070896 CN2009070896W WO2010003325A1 WO 2010003325 A1 WO2010003325 A1 WO 2010003325A1 CN 2009070896 W CN2009070896 W CN 2009070896W WO 2010003325 A1 WO2010003325 A1 WO 2010003325A1
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Prior art keywords
program
media
advertisement
replaced
medium
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PCT/CN2009/070896
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English (en)
French (fr)
Inventor
蒋飞虎
石腾
张�杰
田永辉
Original Assignee
华为技术有限公司
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Publication of WO2010003325A1 publication Critical patent/WO2010003325A1/zh

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Classifications

    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/23—Processing of content or additional data; Elementary server operations; Server middleware
    • H04N21/234—Processing of video elementary streams, e.g. splicing of video streams or manipulating encoded video stream scene graphs
    • H04N21/23424—Processing of video elementary streams, e.g. splicing of video streams or manipulating encoded video stream scene graphs involving splicing one content stream with another content stream, e.g. for inserting or substituting an advertisement
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
    • H04N21/458—Scheduling content for creating a personalised stream, e.g. by combining a locally stored advertisement with an incoming stream; Updating operations, e.g. for OS modules ; time-related management operations

Definitions

  • the present invention relates to the field of network television (IPTV), and more particularly to an advertisement replacement method, apparatus and system. Background technique
  • ISMA Internet Streaming Media Alliance
  • RTP real-time transport protocol
  • the ISMA scheme only supports replacing all media of the program, and does not support replacement of the program part of the media.
  • Embodiments of the present invention provide an advertisement replacement method, apparatus, and system for implementing an advertisement medium to replace a program part of a medium.
  • An embodiment of the present invention provides an advertisement replacement method, including:
  • the metadata of the program includes related information of the program media; replacing the advertisement insertion message of the program media and the related information of the program media according to the received indication, and stopping outputting the replaced after the advertisement phase starts The program media, outputting the replaced advertisement media and the program media that are not replaced.
  • An embodiment of the present invention further provides an advertisement replacing apparatus, including:
  • An obtaining module configured to acquire metadata of a program, where metadata of the program includes related information of the program medium
  • a replacement module configured to replace the advertisement insertion message of the program media and the related information of the program media according to the received indication, stop outputting the replaced program media after the advertisement phase starts, output the replaced advertisement media, and the unreplaced program media.
  • An embodiment of the present invention further provides an advertisement replacement system, including an advertisement replacement device and a program medium.
  • the advertisement replacement device includes:
  • An obtaining module configured to acquire metadata of a program, where metadata of the program includes related information of the program medium
  • a replacement module configured to replace the advertisement insertion message of the program media and the related information of the program media according to the received indication, stop outputting the replaced program media after the advertisement phase starts, output the replaced advertisement media, and the unreplaced program Media
  • the program media distribution device is configured to send a program media to the replacement module
  • the advertisement server is configured to deliver the replaced advertisement medium to the replacement module.
  • the embodiment of the present invention can replace the program part media according to the related information of the program media in the metadata of the acquired program, and stop outputting the replaced program media in the advertisement stage, and output
  • the replacement of the advertising media and the program is not replaced by the media, and the function of replacing the partial media of the program is realized.
  • FIG. 1 is a schematic flow chart of a first embodiment of an advertisement replacement method according to the present invention.
  • FIG. 2 is a schematic flow chart of a second embodiment of an advertisement replacement method according to the present invention.
  • FIG. 3 is a schematic flow chart of a third embodiment of an advertisement replacement method according to the present invention.
  • FIG. 4 is a schematic structural diagram of an embodiment of an advertisement replacing apparatus according to the present invention.
  • FIG. 5 is a schematic structural diagram of an embodiment of an advertisement replacement system according to the present invention. detailed description
  • FIG. 1 is a schematic flowchart of a first embodiment of an advertisement replacement method according to the present invention. As shown in FIG. 1, the embodiment may include the following steps:
  • Step 101 The advertisement replacing device acquires metadata of the program, where the metadata of the program includes related information of the program media;
  • Step 102 The advertisement replacing device replaces the advertisement insertion message of the program medium and the related information of the program medium according to the received indication, and stops outputting the replaced program medium after the advertisement phase starts. Body, output replacement media and program media that are not replaced.
  • the advertisement replacing device after receiving the advertisement insertion message, stops outputting the replaced program media after the advertisement phase starts, and outputs the replaced advertisement media according to the related information of the program media in the metadata of the acquired program.
  • the replaced program medium realizes the function of replacing part of the program media.
  • FIG. 2 is a schematic flowchart of a second embodiment of an advertisement replacement method according to the present invention. As shown in FIG. 2, the embodiment may include the following steps:
  • Step 201 The advertisement replacing device acquires metadata of the program, the metadata of the program includes related information of the program media, and the related information of the program media may include information that the program media is replaced; further, according to the need, the related information of the program media
  • the information may also include information of the program main media; the related information of the program media may also include information notifying the media, as needed.
  • the metadata of the program may be a Session Description Protocol (SDP) file of the program;
  • SDP Session Description Protocol
  • an example of an SDP file for program metadata is as follows:
  • Step 202 The advertisement replacement device receives an advertisement insertion message indicating replacement of the program medium when receiving and outputting the program medium.
  • the advertisement insertion message may be transmitted through the RTP extension header of the program main media, or may be transmitted through the notification medium.
  • the advertisement insertion message may further include related information such as a type, an advertisement start time, an advertisement length, and the like as needed.
  • an example of an advertisement insertion message is as follows:
  • Step 203 The advertisement replacement device may obtain the replaced advertisement media from the advertisement server after receiving the advertisement insertion message.
  • the advertisement replacing device may further acquire the replaced advertising media according to the preset policy in advance;
  • Step 204 After entering the advertising phase, the advertisement replacing device replaces the commercial insertion message of the program media and the program media according to the received indication. Related information, stopping outputting the media in which the program is replaced, outputting the replaced advertising medium, and the program media that are not replaced;
  • Step 205 After the advertisement phase ends or an advertisement end message indicating that the returned program media is returned, the advertisement replacement device stops outputting the replaced advertisement media, and outputs the media that the program is not replaced and the program is replaced.
  • the advertisement end message may be transmitted through the RTP extension header of the program main media, or may be transmitted through the notification media, or may be transmitted through the RTP extension header of the advertiser media.
  • the advertisement replacement device can replace the program partial media: In the advertisement phase, the advertisement replacement device stops outputting the program.
  • the replaced media, the output of the replaced advertising media and the program are not replaced by the media, and the function of replacing the partial media of the program is realized.
  • FIG. 3 is a schematic flowchart of a third embodiment of an advertisement replacement method according to the present invention. As shown in FIG. 3, the embodiment may include the following steps:
  • Step 301 The advertisement replacing device acquires metadata of the program, the metadata of the program includes related information of the program media, and the related information of the program media may include an identifier of the program media.
  • the related information of the program media may further include a letter of the main media of the program, as needed
  • Information about the program media may also include information notifying the media, as needed.
  • the metadata of the program may be an SDP file of the program.
  • an example of an SDP file for program metadata is as follows:
  • Step 302 The advertisement replacing device, when receiving and outputting the program medium, receives an advertisement insertion message indicating replacement of the program medium, where the advertisement insertion message includes an identifier of the program replaced medium.
  • the advertisement insertion message may be transmitted through the RTP extension header of the program main media, or may be transmitted by the notification media.
  • the advertisement insertion message may further include related information such as a type, an advertisement start time, an advertisement length, and the like as needed.
  • an example of an advertisement insertion message is as follows:
  • Break duration 0 or 1 ad length
  • Step 303 The advertisement replacing apparatus may acquire the replaced advertisement medium from the advertisement server after receiving the advertisement insertion message.
  • the advertisement replacing device may further acquire the replaced advertising medium from the advertisement server according to a preset policy in advance;
  • Step 304 After entering the advertising stage, the advertisement replacing device replaces the advertisement insertion message of the program media and the related information of the program media according to the received indication, stops outputting the program replaced media, and outputs the replaced advertisement media and the program is not replaced by the media. ;
  • Step 305 After the advertisement phase ends or an advertisement end message indicating that the returned program media is returned, the advertisement replacement device stops outputting the replaced advertisement media, and the output program is not replaced media and the program is replaced media.
  • the advertisement end message may be transmitted through the RTP extension header of the program main media, or may be transmitted through the notification media, or may be transmitted through the RTP extension header of the advertiser media.
  • the advertisement replacement device can replace the program partial media: In the advertisement phase, the advertisement replacement device stops outputting the program.
  • the replaced media, the output of the replaced advertising media and the program are not replaced by the media, and the function of replacing the partial media of the program is realized.
  • FIG. 4 is a schematic structural diagram of an embodiment of an advertisement replacing apparatus according to the present invention.
  • this embodiment may include an obtaining module 41 and a replacement module 42.
  • the obtaining module 41 is configured to acquire metadata of the program, and the metadata of the program includes related information of the program media.
  • the replacing module 42 is configured to replace the advertisement insertion message of the program media according to the received indication and the acquired by the acquiring module 41.
  • the related information of the program media stops outputting the replaced program media after the advertisement phase starts, and outputs the replaced advertisement media and the program media that are not replaced.
  • the metadata of the program acquired by the obtaining module 41 may further include information of the program main media, so that the advertisement insertion message is transmitted through the RTP extension header of the program main media.
  • the metadata of the program described therein may also include information for notifying the media for transmission by the notification media.
  • the replacement module may further be used to return an advertisement end message of the replaced program medium after the end of the advertisement stage or according to the received instruction, stop outputting the replaced advertisement medium, output the program media that are not replaced, and the replaced program. media.
  • the replacement module outputs the advertisement media and the program is not replaced by the media after receiving the advertisement insertion message according to the related information of the program media included in the metadata of the program acquired by the acquisition module, thereby realizing the replacement of the program partial media. The function.
  • the embodiment may include an advertisement replacement device 40, a program media distribution device 50, and an advertisement server 60.
  • the advertisement replacement device 40 may include an acquisition module. 41 and a replacement module 42, wherein the obtaining module 41 is configured to acquire metadata of the program, the metadata of the program includes related information of the program medium, and the replacing module 42 is configured to replace the advertisement insertion message of the program medium according to the received indication and Obtaining the related information of the program media acquired by the module 41, stopping outputting the replaced program media after the advertisement phase starts, outputting the replaced advertisement media and the program media that are not replaced; wherein the program media distribution device 50 is configured to The replacement module 42 delivers the program media; the advertisement server 60 is used to deliver the replacement advertisement media to the replacement module 42.
  • the metadata of the program acquired by the obtaining module 41 may further include information of the program main media, so that the advertisement insertion message is transmitted through the RTP extension header of the program main media.
  • the metadata of the program described therein may also include information for notifying the media for transmission by the notification media.
  • the replacement module outputs the advertisement media provided by the advertisement server and the program media distribution device, after receiving the advertisement insertion message, according to the information about the program media included in the metadata of the program acquired by the acquisition module.
  • the program is not replaced with media, and the function of replacing part of the media of the program is realized.

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  • Engineering & Computer Science (AREA)
  • Multimedia (AREA)
  • Signal Processing (AREA)
  • Business, Economics & Management (AREA)
  • Marketing (AREA)
  • Databases & Information Systems (AREA)
  • Two-Way Televisions, Distribution Of Moving Picture Or The Like (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Description

广告替换方法、 装置及系统 技术领域
本发明涉及网絡电视（IPTV )领域， 特别是一种广告替换方法、 装置及 系统。 背景技术
互联网流媒体联盟（ Internet Streaming Media Alliance , 简称 ISMA )的相 关规范可以支持在广播 /组播节目中替换广告， 通过在节目的实时传输协议 ( Real-Time Transport Protocol , 简称 RTP )扩展包头中传输广告插播消息， 由广告替换装置和广告服务器进行替换广告。
在实现本发明过程中， 现有技术中至少存在如下问题： ISMA 方案只支 持替换节目所有媒体， 而不支持替换节目部分媒体。 发明内容
本发明实施例提供一种广告替换方法、 装置及系统， 用以实现广告媒体 替换节目部分媒体。
本发明实施例提供了一种广告替换方法， 包括：
获取节目的元数据， 所述节目的元数据包括节目媒体的相关信息； 根据接收到的指示替换节目媒体的广告插播消息和所述节目媒体的相关 信息， 在广告阶段开始后停止输出被替换的节目媒体， 输出替换的广告媒体 以及未被替换的节目媒体。
本发明实施例还提供了一种广告替换装置， 包括：
获取模块， 用于获取节目的元数据， 所述节目的元数据包括节目媒体的 相关信息；
替换模块， 用于根据接收到的指示替换节目媒体的广告插播消息和所述 节目媒体的相关信息， 在广告阶段开始后停止输出被替换的节目媒体， 输出 替换的广告媒体以及未被替换的节目媒体。
本发明实施例又提供了一种广告替换系统， 包括广告替换装置、 节目媒 体分发装置和广告服务器；
所述广告替换装置包括：
获取模块， 用于获取节目的元数据， 所述节目的元数据包括节目媒体的 相关信息；
替换模块， 用于根据接收到的指示替换节目媒体的广告插播消息和所述 节目媒体的相关信息， 在广告阶段开始后停止输出被替换的节目媒体， 输出 替换的广告媒体以及未被替换的节目媒体；
所述节目媒体分发装置用于向所述替换模块下发节目媒体；
所述广告服务器用于向所述替换模块下发替换的广告媒体。
由上述技术方案可知， 本发明实施例接收到广告插播消息后， 根据获取 的节目的元数据中节目媒体的相关信息， 能够替换节目部分媒体， 在广告阶 段， 停止输出节目被替换的媒体， 输出替换的广告媒体和节目未被替换媒体， 实现了替换节目部分媒体的功能。
下面结合附图对本发明的具体实施例作进一步详细的说明。 附图说明
图 1为本发明广告替换方法的第一实施例的流程示意图；
图 2为本发明广告替换方法的第二实施例的流程示意图；
图 3为本发明广告替换方法的第三实施例的流程示意图；
图 4为本发明广告替换装置实施例的结构示意图；
图 5为本发明广告替换系统实施例的结构示意图。 具体实施方式
图 1为本发明广告替换方法的第一实施例的流程示意图， 如图 1所示， 本实施例可以包括以下步骤：
步骤 101、 广告替换装置获取节目的元数据， 所述节目的元数据包括节 目媒体的相关信息；
步骤 102、 广告替换装置根据接收到的指示替换节目媒体的广告插播消 息和所述节目媒体的相关信息， 在广告阶段开始后停止输出被替换的节目媒 体， 输出替换的广告媒体以及未被替换的节目媒体。
本实施例中， 广告替换装置接收到广告插播消息后， 根据获取的节目的 元数据中节目媒体的相关信息， 在广告阶段开始后停止输出被替换的节目媒 体， 输出替换的广告媒体以及未被替换的节目媒体， 实现了替换节目部分媒 体的功能。
图 2为本发明广告替换方法的第二实施例的流程示意图， 如图 2所示， 本实施例可以包括以下步骤：
步骤 201、 广告替换装置获取节目的元数据， 所述节目的元数据包括节目 媒体的相关信息， 节目媒体的相关信息可以包括节目媒体是否被替换的信息； 进一步地， 根据需要， 节目媒体的相关信息还可以包括节目主媒体的信 息； 根据需要， 节目媒体的相关信息还可以包括通知媒体的信息。 其中， 节 目的元数据可以为节目的会话描述协议（ Session Description Protocol, 简称 SDP )文件；
具体地， 节目元数据的 SDP文件举例如下：
a=extmap： 2/sendonly http： //www. isma. tv/rtpheaderext/adinsert http://www.adblast.com/ismaconfig.txt
m=video 4002 RTP/AVP 96
a=rtpmap:96 H264/90000
a=MainMedia
a=Spliced
m=audio 4004 RTP/AVP 98
a=rtpmap:98 AMR/8000
a=lang:en
a=Spliced
m=video 4006 RTP/AVP 102
a=rtpma : 102 3 gpp-tt/ 1000
a=lang:en;
步骤 202、 广告替换装置在接收并输出节目媒体时， 接收指示替换节目 媒体的广告插播消息。 其中的广告插播消息可以通过节目主媒体的 RTP扩展包头传输， 或可以 通过通知媒体传输。
进一步地， 所述广告插播消息根据需要还可以包括类型、 广告开始时间、 广告长度等相关信息。
具体地， 广告插播消息举例如下:
Figure imgf000006_0001
步骤 203、 广告替换装置可以在接收到广告插播消息后从广告服务器获 取所替换的广告媒体。
可替换地，广告替换装置还可以预先根据预设策略获取所替换的广告媒体; 步骤 204、 进入广告阶段后， 广告替换装置根据接收到的指示替换节目 媒体的广告插播消息和所述节目媒体的相关信息 , 停止输出节目被替换的媒 体， 输出替换的广告媒体以及未被替换的节目媒体；
步骤 205、 广告阶段结束后或接收到指示返回被替换节目媒体的广告结 束消息， 广告替换装置停止输出替换的广告媒体， 输出节目未被替换媒体和 节目被替换的媒体。
其中的广告结束消息可以通过节目主媒体的 RTP扩展包头传输， 也可以 通过通知媒体传输， 还可以通过广告主媒体的 RTP扩展包头传输。
本实施例， 根据获取的节目元数据中所包含的节目媒体的相关信息， 广 告替换装置在接收到广告插播消息后，广告替换装置能够替换节目部分媒体： 在广告阶段， 广告替换装置停止输出节目被替换的媒体， 输出替换的广告媒 体和节目未被替换媒体， 实现了替换节目部分媒体的功能。
图 3为本发明广告替换方法的第三实施例的流程示意图， 如图 3所示， 本实施例可以包括以下步骤：
步骤 301、 广告替换装置获取节目的元数据， 所述节目的元数据包括节 目媒体的相关信息， 节目媒体的相关信息可以包括节目媒体的标识。
进一步地， 根据需要， 节目媒体的相关信息还可以包括节目主媒体的信 息； 根据需要， 节目媒体的相关信息还可以包括通知媒体的信息。 其中， 节 目的元数据可以为节目的 SDP文件。
具体地， 节目元数据的 SDP文件举例如下：
a=extmap： 2/sendonly http： //www. isma. tv/rtpheaderext/adinsert
5 http://www.adblast.com/ismaconfig.txt
m=video 4002 RTP/AVP 96
a=rtpmap:96 H264/90000
a=MainMedia
a=mid: 1
l o m=audio 4004 RTP/AVP 98
a=rtpmap:98 AMR/8000
a=lang:en
a= mid:2
m=video 4006 RTP/AVP 102
15 a=rtpma : 102 3 gpp-tt/ 1000
a=lang:en
a= mid: 3;
步骤 302、 广告替换装置在接收并输出节目媒体时， 接收指示替换节目 媒体的广告插播消息， 所述广告插播消息包括所述节目被替换媒体的标识。 0 其中的广告插播消息可以通过节目主媒体的 RTP扩展包头传输， 或可以 通过通知媒体传输。
进一步地， 所述广告插播消息根据需要还可以包括类型、 广告开始时间、 广告长度等相关信息。
具体地， 广告插播消息举例如下:
参数 出现次数 含义
Command— type 1 广告插播消息类型；
Break startTime 0或 1 广告开始时间；
Break duration 0或 1 广告长度；
SplicedMedia_mid 1、 2、 ...N 节目被替换媒体的标识； 步骤 303、 广告替换装置可以在接收到广告插播消息后从广告服务器获 取所替换的广告媒体。
可替换地， 广告替换装置还可以预先根据预设策略从广告服务器获取所 替换的广告媒体；
步骤 304、 进入广告阶段后， 广告替换装置根据接收到的指示替换节目 媒体的广告插播消息和所述节目媒体的相关信息，停止输出节目被替换媒体， 输出替换的广告媒体和节目未被替换媒体；
步骤 305、 广告阶段结束后或接收到指示返回被替换节目媒体的广告结 束消息， 广告替换装置停止输出替换的广告媒体， 输出节目未被替换媒体和 节目被替换媒体。
其中的广告结束消息可以通过节目主媒体的 RTP扩展包头传输， 也可以 通过通知媒体传输， 还可以通过广告主媒体的 RTP扩展包头传输。
本实施例， 根据获取的节目元数据中所包含的节目媒体的相关信息， 广 告替换装置在接收到广告插播消息后，广告替换装置能够替换节目部分媒体： 在广告阶段， 广告替换装置停止输出节目被替换的媒体， 输出替换的广告媒 体和节目未被替换媒体， 实现了替换节目部分媒体的功能。
图 4为本发明广告替换装置实施例的结构示意图， 如图 4所示， 本实施 例可以包括获取模块 41和替换模块 42。 其中， 获取模块 41用于获取节目的 元数据， 所述节目的元数据包括节目媒体的相关信息； 替换模块 42用于根据 接收到的指示替换节目媒体的广告插播消息和获取模块 41 所获取的所述节 目媒体的相关信息， 在广告阶段开始后停止输出被替换的节目媒体， 输出替 换的广告媒体以及未被替换的节目媒体。
具体地，其中获取模块 41所获取的节目的元数据还可以包括节目主媒体 的信息， 以供所述广告插播消息通过节目主媒体的 RTP扩展包头来传输。 其 中所述的节目的元数据还可以包括通知媒体的信息， 以供所述广告插播消息 通过通知媒体来传输。
进一步地， 替换模块还可以用于所述广告阶段结束后或根据接收到的指 示返回被替换节目媒体的广告结束消息， 停止输出替换的广告媒体， 输出未 被替换的节目媒体以及被替换的节目媒体。 本实施例， 替换模块根据获取模块所获取的节目的元数据中所包含的节 目媒体的相关信息， 在接收到广告插播消息后， 输出广告媒体和节目未被替 换媒体， 实现了替换节目部分媒体的功能。
图 5为本发明广告替换系统实施例的结构示意图， 如图 5所示， 本实施 例可以包括广告替换装置 40、 节目媒体分发装置 50和广告服务器 60; 其中 的广告替换装置 40可以包括获取模块 41和替换模块 42, 其中， 获取模块 41 用于获取节目的元数据， 所述节目的元数据包括节目媒体的相关信息， 替换 模块 42用于根据接收到的指示替换节目媒体的广告插播消息和获取模块 41 所获取的所述节目媒体的相关信息， 在广告阶段开始后停止输出被替换的节 目媒体， 输出替换的广告媒体以及未被替换的节目媒体； 其中的节目媒体分 发装置 50用于向替换模块 42下发节目媒体；其中的广告服务器 60用于向替 换模块 42下发替换的广告媒体。
具体地，其中获取模块 41所获取的节目的元数据还可以包括节目主媒体 的信息， 以供所述广告插播消息通过节目主媒体的 RTP扩展包头来传输。 其 中所述的节目的元数据还可以包括通知媒体的信息， 以供所述广告插播消息 通过通知媒体来传输。
本实施例， 替换模块根据获取模块所获取的节目的元数据中所包含的节 目媒体的相关信息， 在接收到广告插播消息后， 输出广告服务器所提供的广 告媒体和节目媒体分发装置所提供的节目未被替换媒体， 实现了替换节目部 分媒体的功能。
本领域普通技术人员可以理解： 实现上述方法实施例的全部或部分步骤可 以通过程序指令相关的硬件来完成，前述的程序可以存储于一计算机可读取存 储介质中， 该程序在执行时， 执行包括上述方法实施例的步骤； 而前述的存储 介质包括： ROM、 RAM, 磁碟或者光盘等各种可以存储程序代码的介质。
最后应说明的是： 以上实施例仅用以说明本发明的技术方案， 而非对其 限制； 尽管参照前述实施例对本发明进行了详细的说明， 本领域的普通技术 人员应当理解： 其依然可以对前述各实施例所记载的技术方案进行修改， 或 者对其中部分技术特征进行等同替换； 而这些修改或者替换， 并不使相应技 术方案的本质脱离本发明各实施例技术方案的精神和范围。

Claims

权 利 要求
1、 一种广告替换方法， 其特征在于包括：
获取节目的元数据， 所述节目的元数据包括节目媒体的相关信息； 根据接收到的指示替换节目媒体的广告插播消息和所述节目媒体的相关 信息， 在广告阶段开始后停止输出被替换的节目媒体， 输出替换的广告媒体 以及未被替换的节目媒体。
2、根据权利要求 1所述的方法， 其特征在于所述节目的元数据为节目的 会话描述协议文件。
3、根据权利要求 1或 2所述的方法， 其特征在于所述节目的元数据还包 括节目主媒体的信息。
4、根据权利要求 3所述的方法， 其特征在于所述广告插播消息通过节目 主媒体的 RTP扩展包头传输。
5、根据权利要求 1或 2所述的方法， 其特征在于所述节目的元数据还包 括通知媒体的信息。
6、根据权利要求 5所述的方法， 其特征在于所述广告插播消息通过通知 媒体传输。
7、根据权利要求 1所述的方法， 其特征在于所述输出替换的广告媒体以 及未被替换的节目媒体之后还包括：
所述广告阶段结束后或根据接收到的指示返回被替换节目媒体的广告结 束消息， 停止输出替换的广告媒体， 输出未被替换的节目媒体以及被替换的 节目媒体。
8、根据权利要求 7所述的方法， 其特征在于所述广告插播消息通过节目 主媒体的 RTP扩展包头、 通知媒体或广告主媒体的 RTP扩展包头传输。
9、根据权利要求 1所述的方法， 其特征在于所述节目媒体的相关信息包 括所述节目媒体的标识，所述广告插播消息包括所述节目被替换媒体的标识。
10、 根据权利要求 1所述的方法， 其特征在于所述节目媒体的相关信息 包括所述节目媒体是否被替换的信息。
11、 根据权利要求 1所述的方法， 其特征在于还包括预先获取所述替换 的广告媒体。
12、 根据权利要求 1所述的方法， 其特征在于还包括在接收到的指示替 换节目媒体的广告插播消息后获取所述替换的广告媒体。
13、 一种广告替换装置， 其特征在于包括：
获取模块， 用于获取节目的元数据， 所述节目的元数据包括节目媒体的 相关信息；
替换模块， 用于根据接收到的指示替换节目媒体的广告插播消息和所述 节目媒体的相关信息， 在广告阶段开始后停止输出被替换的节目媒体， 输出 替换的广告媒体以及未被替换的节目媒体。
14、根据权利要求 13所述的装置， 其特征在于所述替换模块还用于所述 广告阶段结束后或根据接收到的指示返回被替换节目媒体的广告结束消息， 停止输出替换的广告媒体，输出未被替换的节目媒体以及被替换的节目媒体。
15、 一种广告替换系统， 其特征在于包括广告替换装置、 节目媒体分发 装置和广告服务器；
所述广告替换装置包括：
获取模块， 用于获取节目的元数据， 所述节目的元数据包括节目媒体的 相关信息；
替换模块， 用于根据接收到的指示替换节目媒体的广告插播消息和所述 节目媒体的相关信息， 在广告阶段开始后停止输出被替换的节目媒体， 输出 替换的广告媒体以及未被替换的节目媒体；
所述节目媒体分发装置用于向所述替换模块下发节目媒体；
所述广告服务器用于向所述替换模块下发替换的广告媒体。
PCT/CN2009/070896 2008-07-10 2009-03-19 广告替换方法、装置及系统 WO2010003325A1 (zh)

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