WO2012166154A1 - Lecteur vidéo incorporé à traitement de publicité modulaire - Google Patents

Lecteur vidéo incorporé à traitement de publicité modulaire Download PDF

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Publication number
WO2012166154A1
WO2012166154A1 PCT/US2011/039172 US2011039172W WO2012166154A1 WO 2012166154 A1 WO2012166154 A1 WO 2012166154A1 US 2011039172 W US2011039172 W US 2011039172W WO 2012166154 A1 WO2012166154 A1 WO 2012166154A1
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WO
WIPO (PCT)
Prior art keywords
video
code
video player
web page
web browser
Prior art date
Application number
PCT/US2011/039172
Other languages
English (en)
Inventor
Paul Cho
Original Assignee
Limelight Networks, Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Limelight Networks, Inc. filed Critical Limelight Networks, Inc.
Priority to PCT/US2011/039172 priority Critical patent/WO2012166154A1/fr
Priority to AU2011205061A priority patent/AU2011205061B1/en
Priority to US13/341,739 priority patent/US8533754B2/en
Publication of WO2012166154A1 publication Critical patent/WO2012166154A1/fr
Priority to US13/912,400 priority patent/US20130276021A1/en

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements

Definitions

  • This disclosure relates in general to video players and, but not by way of limitation, to video players loaded from within a browser.
  • Embedded video players are placed into web pages to allow playback of video without leaving the browser environment. Scripting and run-time languages such as FlashTM and HTML5 are used to seamlessly integrate video playback into browsers.
  • the embedded video players are adding functionality all the time. Additional functionality means additional lines of code that need to downloaded each time a web page is rendered.
  • Video players can play a video with ads inserted therein.
  • Single-link players encode the ads into the video file such that there is little flexibility in changing what ads will roll later.
  • Playlist video players retrieve video files and sequentially play them so as to give the viewer a seamless playback experience.
  • the present disclosure provides a method, device and/or system for operating or causing a video player embedded into a web page to play a video.
  • Embed code is placed into the web page.
  • player code is loaded and optionally customized to display one or more videos that can be selected for playback with the player code.
  • any ad and/or analytics module associated with the video are retrieved.
  • the functionality of the ad and/or analytics module is integrated into the player code to allow tracking of analytics and inserting advertizing into the video.
  • Embed code is provided that runs within a web browser.
  • An identifier is received from the embed code after the web browser loads the embed code.
  • Code for implementing video player functionality is sent after the web browser loads the embed code.
  • Parameters corresponding to the identifier to the web browser are sent, wherein the parameters identify the video that can be rendered by the video player.
  • a request for ad module code that integrates with the code to provide ad request functionality to the video player is received. The request is received after an end user requests playback of the video from the video player functionality.
  • the ad module code is sent to the web browser.
  • a method and system for operating a video player embedded into a web page to play a video is disclosed.
  • Embed code is loaded that runs within a web browser.
  • An identifier is sent from the embed code after the web browser loads the embed code.
  • Code for implementing video player functionality is received after the web browser loads the embed code.
  • Parameters corresponding to the identifier with the web browser are received, wherein the parameters identify the video that can be rendered by the video player.
  • a request for ad module code that integrates with the code to provide ad request functionality to the video player is sent. The request is received after an end user requests playback of the video from the video player functionality.
  • the ad module code is received at the web browser.
  • FIG. 1 depicts a block diagram of an embodiment of a content distribution system
  • FIG. 2 depicts a block diagram of an embodiment of a content management system
  • FIG. 3 depicts a diagram of an embodiment of a code flow for an embedded function in a web page
  • FIG. 4 depicts a screen shot of an embodiment of embed code that is added to a web page to provide content player functionality
  • FIG. 5 depicts a screen shot of an embodiment of showing an end user interface to the video player in its inactive state after rendering of a web page host;
  • FIGs. 6A and 6B depict screen shots of embodiments showing an end user interface to the video player in its active state after selection of a particular video by the end user for playback;
  • FIG. 7 illustrates a flowchart of an embodiment of a process for configuring a video player embedded in a web page for content playback
  • FIG. 8 illustrates a flowchart of an embodiment of a process for rendering video by a video player embedded in a web page.
  • FIG. 1 a block diagram of an embodiment of a content distribution system 100 is shown.
  • Designers 116 interact with a content management system (CMS) 108 to syndicate content for end users 112 to enjoy on their end user devices 124.
  • Content sites 104 include web sites that are accessed by the end user devices 124 using a web browser, content player or other application software.
  • a content object is any content file or content stream and could include, for example, slideshow, animation, video, and/or audio.
  • the content object could be live, delayed or stored.
  • references may be made to a content object, content, content stream and/or content file, but it is to be understood that those terms could be used interchangeably wherever they may appear.
  • the content sites 104 could be set up by the designer 116 or by end users 112.
  • a content site 104 is typically chosen for embedding code that plays the content object, but there is an option to take embed code from that first content site 104 for placement in another content site 104 by an end user 112.
  • the embed code renders itself or cause the content object to be rendered on any number of end user devices 124 with video player code that is referenced in the embed code.
  • the video player code partially loads when the end user 112 request that web page on the content site 104.
  • additional modules associated with the content object are loaded. In one embodiment, this avoids downloading unnecessary code.
  • End user devices 124 could be a phone, a smart phone, a tablet, an electronic pad, a personal computer, an IPTV player, a portable music player, a set top box, etc.
  • This embodiment optionally uses a content delivery network (CDN) 120 to deliver content objects, embed code, video player code, module code, web pages, etc. as an alternative or supplement to the CMS 108 can hosting.
  • CDN content delivery network
  • Designers 116 can syndicate storing their content anywhere, but would often use a CDN 120 for popular content. In some cases, some content is served from the CDN 120, other content is hosted on the content site 104 and still other content is hosted on the CMS 108.
  • As embed code is moved from site to site, hosting of content and code can remain the same or move in whole or in part.
  • the original designer 116 originally syndicating the embed code has less control of how the embed code moves around to various content sites 104.
  • Other embodiments control how the embed code disseminates across the Internet.
  • the number of times embed code can be propagated in succession can be limited.
  • the designer 116 might only allow their original page be embedded in another content site 104, but prevent embed code being accessible to end users 112 from that second content site 104.
  • the embed code loads video player code that has the ability to playback the content object within the web browser running on the end user device 124 of the end user 112.
  • the video player code with any additional modules loaded interfaces with other services to aid in serving ads and providing analytics.
  • One or more ad services 128 are supported to allow the ad modules of the video player to provide contextual information used by the ad service 128 in providing an ad.
  • One or more analytics services 132 interface with analytics modules of the video player to record usage information related to the rendering of the content object for the end user 112.
  • Other embodiments can use ad serving functionality supported by the CMS 108 or CDN 120 as an alternative or in addition to the ad service(s) 128 and analytic service(s) 132.
  • FIG. 2 a block diagram of an embodiment of the CMS 108 is shown.
  • the designer 116 interacts with a designer interface 208.
  • the content object is operated upon by a transcoder(s) 212 to be processed into one or more codings, formats, bitrates, protocols, etc. to support all the various end user devices 124 that might render the content object.
  • the content object is transcoded into eight different encodes or other representations, but other embodiments could have more or less encodes at the selection of the designer 116.
  • the transcoded versions are stored as content object encodes 216.
  • the designer 116 further interacts with the designer interface 208 to edit the content objects, insert advertizing capability, specify the analytics to measure, specify where the content object should be syndicated, how the content playback applet embeds in a web page, where the content objects are hosted, etc.
  • the designer 116 can edit the content object prior to transcoding. Advertizing can have their location specified for insertion or can be manually spliced into the content object or later during playback in the web browser on the end user device 124.
  • the video players built into browsers and phones are also supported.
  • the designer can define the look and functionality for the player from predefined and/or customized templates that are stored as embed code parameters 230.
  • Embed code parameters 230 are customized by the designer to affect how the embed code will customize the video player code to operate on a particular end user device 124.
  • the embed code 224 may check to see if certain fallback content objects are enabled in the embed code parameters 230 to effectively customize operation of the embed code 224 for different domains, clients, zones, sub-directories, content types, end user devices, etc. For example, the designer may not want to pay for mobile format encodings, or they may have disabled them because they don't want users to get access to content that cannot be protected by digital rights management (DRM).
  • DRM digital rights management
  • the embed code 224 refers back to the embed code parameters upon execution to customize how the embed code 224 operates. This allows modification of the operation of the embed code 224 after placement on a web site without having to update or change the embed code.
  • Security for the embed code 224 can be configured by changing the embed code parameters 230 at any time including after the embed code is placed into a web page.
  • the embed code 224 has programming to allow operation at varying levels of security.
  • the security may be managed on the end user device 124, by the content management system 108 or a combination thereof as dictated by the embed code parameters 230.
  • the embed code 224 could query to the embed code parameters 230 to determine what security features to perform on the end user device 124 and which are performed by the content management system 108. In some cases, the embed code 224 and/or the content management system 108 will prevent certain actions from being performed.
  • the end user device 124 could be a model of phone, have out of date DRM, have invalid security certificates, have malfunctioning or obsolete hardware that would cause certain content objects to be unplayable as choreographed by the embed code 224 and any embed code parameters 230.
  • Embed code 224 is JavaScriptTM or another scripting language that executes in a web browser or player on the end user device 124.
  • the embed code 224 is placed in a web page of the content site 104 by the designer themselves or automatically using the media syndication engine 204.
  • the embed code autonomously determines the best way to play a content object in a web browser or player application.
  • Different end user devices 124 dictate the need for embed code that can react accordingly to provide consistent playback regardless of the platform.
  • Other embodiments could have server-side logic to determine the best way to play the content object.
  • the server-side logic can support a wider variety of end user devices 124, for example, to support devices without JavaScriptTM and/or Flash.TM
  • the media syndication engine 204 can automatically syndicate the content.
  • the media syndication engine 204 controls a content site interface 228 and a CDN interface 220.
  • the content site interface 228 can automatically insert the embed code and/or content object, for example, onto social networking sites, blog sites, video sharing sites, etc.
  • the CDN interface 220 is used to place content objects onto one or more CDNs 120 that might host and/or cache the content objects.
  • the CDN interface 220 can supply content objects through pre-population of the CDN 120 or when the CDN 120 experiences a cache miss.
  • Editing and ad insertion are also performed by the media syndication engine 204.
  • the designer can edit videos and metadata (e.g., title, description, tags) and stitch, cut and otherwise edit video, sound and images.
  • Ad insertion can be done by splicing or overlaying ads directly into the content before delivery or controlled by player logic at run-time to switch-out or overlay the content with an in-place ad, postplate or banners at the end user device 124.
  • the CMS 108 provides modules on demand to the player code 232 once loaded after rendering of a web page in a browser.
  • the player code 232 has certain functionality to render the content and provide a base-level functionality.
  • additional modules 236, 240 can be loaded.
  • Each content object can specify the modules used to enhance the functionality of the player code 232.
  • a number of analytics modules 240 support any number of different analytics function and analytics services 132.
  • Ad modules 236 are developed to support any number of ad types and any number of ad services 128.
  • Ad services 128 can be hosted within the CDN 220 or CMS 108 in some embodiments, but would also include third-party ad services 128.
  • the ad services 128 each have different interfaces that require different information in a different sequence.
  • DoubleClickTM is a third- party ad service 128.
  • There is a particular protocol for interfacing with DoubleClickTM i.e., DART
  • an ad module 236 is designed to support that particular interface and protocol.
  • FIG. 3 a diagram of an embodiment of a code flow 300 for an embedded function in a web page is shown.
  • the code for playback evolves as a function of when the web page is loaded and how the end user interacts with the content.
  • the embed code 224 is just a few lines that reference the video player code 232 along with a channel, media and/or playlist identifier.
  • the identifier(s) is used by the CMS 108 to determine the embed code parameters for a particular rendering of the video player.
  • the video player 304-1 renders in a second phase with customization of the interface (e.g., colors, configuration of the various content tiles, information about the content objects, player interface skins, particular content objects and their arrangement, etc.) according to the embed code parameters 230.
  • the end user 112 has selected one of the tiles for a particular content object from what is typically many tiles corresponding the many content objects.
  • the embed code parameters 230 include identification of the content objects and the additional metadata the goes along with each content object.
  • This metadata includes identification of the analytics modules 240 and ad modules 236 used for each content object.
  • the modules 236, 240 are requested from the CMS 108 to add that functionality to the video player 304-2 in the third phase.
  • the size of the code in the web browser increases in each phase.
  • the embed code is just a few lines.
  • the video player code in the second phase is tens of thousands of lines of code. Loading of each module may add one or two thousand lines of code. By loading modules only as needed after rendering of the web page, the bandwidth requirements are reduced in one embodiment.
  • FIG. 4 a screen shot 400 of an embodiment of embed code 224 that is added to a web page to provide content player functionality is shown.
  • the embed code could be implemented in as few as five lines of code that help identify the type of end user device 124 and load the appropriate player code 232 for that environment.
  • the embed code 224 may or may not include links to the content object(s).
  • the embed code 224 includes an identifier to know what embed code parameters 230 to load to customize the end user interface.
  • FIG. 5 a screen shot of an embodiment of showing an end user interface 500-1 to the video player 304-1 in its inactive state after rendering of a web page host is shown.
  • a primary tile 504 provides an emphasized presentation of a particular content object, but two secondary tiles 520 are also available for selection.
  • Each tile 504, 520 will activate a different content object for playback.
  • each content object can trigger a different playback experience that use different modules 236, 240.
  • the metadata for each content object held in the embed code parameters 230 specifies all the customization onto the base video player functionality.
  • FIG. 6A a screen shot of an embodiment of showing an end user interface 500-2 to the video player 304-2 in its active state after selection of a particular video by the end user for playback is shown.
  • the lower secondary tile 520-2 was selected by the end user 112 while interacting with the end user interface 100-1 in FIG. 5 to activate the video player 304- 2 to focus upon that content object.
  • Player controls 604 are displayed when after selecting a particular content object.
  • the modules 236, 240 associate with the content object are requested from the CMS 108 to add additional functionality to the video player 304-2.
  • a DoubleClickTM ad service 128 is used to include embedded video advertisement so activating the lower secondary tile 520-2 loads an ad module 236 that is specialized for interaction with the DoubleClickTM ad service 128.
  • FIG. 6B a screen shot of another embodiment of showing an end user interface 500-2 to the video player 304-2 in its active state after selection of a particular video by the end user for playback is shown.
  • This embodiment includes a portion of a playlist in two secondary panes 520. Selection of either of the secondary panes 520 would result in loading the appropriate modules 236, 240 before starting playback of the video at the top of the window.
  • this embodiment only shows a single video being played back, other user interface 500 configurations are possible.
  • the secondary tiles 520 could be arranged on the bottom or side in any quantity.
  • the content objects in the secondary tiles 520 are often suggestions that were automatically chosen.
  • Designers 116 can expressly define the secondary tiles 520 and/or give limitations to what can be allowed as a secondary tile 520. For example, secondary tiles 520 may only point to content with a particular channel identifier for the designer's organization.
  • FIG. 7 a flowchart of an embodiment of a process 700 for configuring a video player embedded in a web page for content playback is shown.
  • the depicted portion of the process begins in block 704 where the designer 116 directly or using automatic placement by the CMS 108 causes the embed code 224 being placed in a web page.
  • the embed code 224 includes an identifier the references the proper embed code parameters 230 that will customize the end user interface 500.
  • the web page with the embed code is loaded into an end user's browser to trigger activation of the embed code 224 in block 708.
  • Activation of the embed code 224 results in calls to the CMS 108 for player code 232 that will provide a base of functionality to the video player.
  • the identifier is passed from the end user device 124 to the CMS 108 in block 712.
  • the CMS 108 retrieves the embed code parameters 230 that define how the player's end user interface 500-1 displays on the web page in an inactive state in block 716.
  • the end user 112 interacts with the end user interface 500-1 to select a particular content object in one of the tiles 504, 520 in block 720.
  • the modules 236, 240 associated with the selected content object are requested from the CMS 108 in block 724. Those ad modules could do banner ads in the playback tile, could do embedded video ads played after pausing the content object, and/or overlay banner ads that are superimposed over the video. With all the functionality added by the selected modules 236, 240 playback occurs in block 728.
  • FIG. 8 a flowchart of an embodiment of a process 728 for rendering video by a video player embedded in a web page is shown.
  • This process 728 corresponds to the last block in the prior figure.
  • the depicted portion of the process begins in block 804 where the access needed to video player baseline is determined.
  • APIs application program interfaces
  • There could be different APIs for different classes of advertizing for example an embedded video ad API and an overlay banner ad API.
  • ad services 128 use different metadata on the content object in choosing and tracking an ad.
  • the genre, playback time, placement of the ad, channel, zone, subject matter, aspect ratio, video quality, playback device may be passed to the ad service 128.
  • This metadata was previously retrieved with the embed code parameters 230.
  • the ad modules 236 for the particular ad service 128 knows the information and protocol that would be sent to allow the ad service 128 to find an acceptable ad.
  • the metadata is passed to the ad module 236 in block 808.
  • the metadata may include a superset of information that is not all used by the ad service 128, but a standard ad API may be used to support a number of ad modules 236.
  • Control of player functions is passed to the ad module in block 812.
  • the control given to an ad module 236 that can place ads into the video stream would include the ability to pause playback, insert and play a video ad and resume playback.
  • the metadata is passed to the ad service 128 as required by its interface and protocol.
  • the ad is returned from the ad service in block 820.
  • the ad module interacts with the baseline video code to weave the ad into the end user experience in block 824.
  • modules 236, 240 active for a particular content object.
  • the different ad modules work cooperatively to accomplish their specific task in the greater context of playback.
  • Ad functionality could be added to groups of content objects, for example, by playlist, customer, playback resolution, subject matter, site where embed code was loaded from, etc.
  • modules that are loaded after the video is selected with an embedded player.
  • other functionality can be added with modules as dictated by the embed code parameters, which can change over time to support new functionality even if the embed code is already disseminated.
  • modules that implement closed captioning, video editing and clipping, linking from the video to other web sites, etc.
  • the embodiments may be described as a process which is depicted as a flowchart, a flow diagram, a data flow diagram, a structure diagram, or a block diagram. Although a flowchart may describe the operations as a sequential process, many of the operations can be performed in parallel or concurrently. In addition, the order of the operations may be re-arranged. A process is terminated when its operations are completed, but could have additional steps not included in the figure. A process may correspond to a method, a function, a procedure, a subroutine, a subprogram, etc. When a process corresponds to a function, its termination corresponds to a return of the function to the calling function or the main function.
  • embodiments may be implemented by hardware, software, scripting languages, firmware, middleware, microcode, hardware description languages, and/or any combination thereof.
  • the program code or code segments to perform the necessary tasks may be stored in a machine readable medium such as a storage medium.
  • a code segment or machine- executable instruction may represent a procedure, a function, a subprogram, a program, a routine, a subroutine, a module, a software package, a script, a class, or any combination of instructions, data structures, and/or program statements.
  • a code segment may be coupled to another code segment or a hardware circuit by passing and/or receiving information, data, arguments, parameters, and/or memory contents.
  • Information, arguments, parameters, data, etc. may be passed, forwarded, or transmitted via any suitable means including memory sharing, message passing, token passing, network transmission, etc.
  • any machine -readable medium tangibly embodying instructions may be used in implementing the methodologies described herein.
  • software codes may be stored in a memory.
  • Memory may be implemented within the processor or external to the processor.
  • the term "memory" refers to any type of long term, short term, volatile, nonvolatile, or other storage medium and is not to be limited to any particular type of memory or number of memories, or type of media upon which memory is stored.
  • the term “storage medium” may represent one or more memories for storing data, including read only memory (ROM), random access memory (RAM), magnetic RAM, core memory, magnetic disk storage mediums, optical storage mediums, flash memory devices and/or other machine readable mediums for storing information.
  • ROM read only memory
  • RAM random access memory
  • magnetic RAM magnetic RAM
  • core memory magnetic disk storage mediums
  • optical storage mediums flash memory devices and/or other machine readable mediums for storing information.
  • machine-readable medium includes, but is not limited to portable or fixed storage devices, optical storage devices, wireless channels, and/or various other storage mediums capable of storing that contain or carry instruction(s) and/or data.

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Abstract

L'invention concerne un procédé, un dispositif et/ou un système pour actionner ou amener un lecteur vidéo incorporé dans une page Internet à lire une vidéo. Un code incorporé est placé dans la page Internet. Lorsque la page Internet est chargée dans un navigateur Internet, un code de lecteur est chargé et personnalisé de manière facultative pour afficher une ou plusieurs vidéos qui peuvent être sélectionnées pour une lecture avec le code de lecteur. Lorsqu'un utilisateur final sélectionne la vidéo à l'aide du code de lecteur, tout module de publicité et/ou d'analyse associé à la vidéo est extrait. La fonctionnalité du module de publicité et/ou d'analyse est intégrée dans le code de lecteur afin de permettre un suivi d'analyse et l'introduction de publicité dans la vidéo.
PCT/US2011/039172 2011-06-03 2011-06-03 Lecteur vidéo incorporé à traitement de publicité modulaire WO2012166154A1 (fr)

Priority Applications (4)

Application Number Priority Date Filing Date Title
PCT/US2011/039172 WO2012166154A1 (fr) 2011-06-03 2011-06-03 Lecteur vidéo incorporé à traitement de publicité modulaire
AU2011205061A AU2011205061B1 (en) 2011-06-03 2011-06-03 Embedded video player with modular ad processing
US13/341,739 US8533754B2 (en) 2011-06-03 2011-12-30 Embedded video player with modular ad processing
US13/912,400 US20130276021A1 (en) 2011-06-03 2013-06-07 Embedded video player with modular ad processing

Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
PCT/US2011/039172 WO2012166154A1 (fr) 2011-06-03 2011-06-03 Lecteur vidéo incorporé à traitement de publicité modulaire

Related Parent Applications (1)

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US13/440,369 Continuation-In-Part US8706337B2 (en) 2011-04-12 2012-04-05 Method for operating a hybrid vehicle

Related Child Applications (1)

Application Number Title Priority Date Filing Date
US13/341,739 Continuation US8533754B2 (en) 2011-06-03 2011-12-30 Embedded video player with modular ad processing

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WO2012166154A1 true WO2012166154A1 (fr) 2012-12-06

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CN108781311A (zh) * 2015-12-13 2018-11-09 优工作室公司 用于媒体分发和管理平台的视频播放器框架

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CN114363716B (zh) * 2020-09-27 2023-08-01 深圳Tcl新技术有限公司 一种应用数据加载方法、存储介质及智能电视

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CN108781311A (zh) * 2015-12-13 2018-11-09 优工作室公司 用于媒体分发和管理平台的视频播放器框架
EP3387838A4 (fr) * 2015-12-13 2019-05-15 Ustudio, Inc. Cadriciel de lecteur vidéo pour une plateforme de distribution et de gestion multimedia
US10362359B2 (en) 2015-12-13 2019-07-23 Ustudio, Inc. Video player framework for a media distribution and management platform
CN108781311B (zh) * 2015-12-13 2021-04-06 优工作室公司 用于媒体分发和管理平台的视频播放器框架

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