WO2019079808A1

WO2019079808A1 - Network based digital content splicing systems

Info

Publication number: WO2019079808A1
Application number: PCT/US2018/056918
Authority: WO
Inventors: Leslie Carter
Original assignee: BlackArrow
Priority date: 2017-10-20
Filing date: 2018-10-22
Publication date: 2019-04-25

Abstract

Embodiments of methods of operating a network-based digital ad splicing system are disclosed. The system may have a switched digital video system or an internet protocol multicast system with ad delivery resources, such as channels. An in-band SCTE 35 signal received along with a content stream may operate the system to determine a set of ads to prepare to be accessed by customer premise equipment when the customer premise equipment receives the in-band SCTE 35 signal. The ad variants are associated with the ad delivery resources. Once the customer premise equipment receives the in-band SCTE 35 signal, the customer premise equipment requests an advertisement. The most appropriate ad is determined and the location of the most appropriate ad in the ad delivery resources is sent to the customer premise equipment, which is operated to tune to the channel or pull the content of the most appropriate ad.

Description

NETWORK BASED DIGITAL CONTENT SPLICING SYSTEMS

CROSS-REFERENCE TO RELATED APPLICATIONS

[0001] This application claims benefit under the Patent Cooperation Treaty to US provisional application serial no. 62/575,291, entitled "NETWORK BASED DIGITAL CONTENT

SPLICING SYSTEMS", filed on 10/20/2017, which is incorporated herein by reference in its entirety.

BACKGROUND

[0002] Advertisements may be spliced into a content stream to, for example, increase revenue for the content provider. However, conventional splicing systems do not prepared advertisement for splicing in advance of when splicing is to occur. This may de-value the advertisement. A system to determine that a content stream will have an advertisement spliced and prepares advertisements to be retrieved by the customer premise equipment when the splice point is detected may increase the value of the advertisements spliced into the stream.

BRIEF SUMMARY

[0003] The systems determine indications of when advertisements are to be spliced into a content stream. The indication operates the system to select and prepare advertisements to be spliced by customer premise equipment. When the customer premise equipment detects the indication, the customer premise equipment requests an advertisement, the location of which is sent to the customer premise equipment for the customer premise equipment to retrieve, either from a switched digital video system or an IP multicast system. The customer premise equipment then retrieves the advertisement and splices the advertisement spliced into the stream.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

[0004] To easily identify the discussion of any particular element or act, the most significant digit or digits in a reference number refer to the figure number in which that element is first introduced.

[0005] FIG. 1 illustrates an embodiment of a switched digital advertising system 100.

[0006] FIG. 2 illustrates an embodiment of a digital content insertion process 200.

[0007] FIG. 3 illustrates an embodiment of an IP multicast advertising system 300. [0008] FIG. 4 illustrates an embodiment of a digital content insertion process 400.

[0009] FIG. 5 is an example block diagram of a computing device 500 that may incorporate embodiments of the present invention.

DETAILED DESCRIPTION

[0010] Referring to Figure 1, a switched digital advertising system 100 comprises a digital content source 102, a linear splicer 104, a digital distribution system 106, an ad service provider 108, an ad proxy 110, a switched digital video system 1 12, and customer premise equipment 114. The digital content source 102 (e.g., a cable head end) provides streamed digital content to a linear splicer 104. The digital content source 102 may include a video stream of content. The streamed digital content may also include an in-band SCTE 35 signal to enable insertion of digital advertising. The linear splicer 104 may enable both the streamed digital content and the in-band SCTE 35 signal to pass through to the digital distribution system 106, while operating to send the in-band SCTE 35 signal or other control signal to the ad proxy, such as by the operation of a switch actuated by the in-band SCTE 35 signal. The streamed digital content is then sent to the digital distribution system 106. The digital advertising inserted into the streamed digital content is selected via an ad service provider 108 and ad proxy 110. The ad proxy 110 may determine a number of ads to insert into the streamed digital content based on the in-band SCTE 35 signal. The number of ads may be based on the number of ad delivery resources that the switched digital video system 112 has available. The ad proxy 110 may select and prioritize the ads from the ad service provider 108. These ads are then associated with the ad delivery resources of the switched digital video system 112. The streamed digital content and selected advertising are provided to customer premise equipment 1 14 via a switched digital video system 112 and a digital distribution system 106. Digital advertising may be selected and inserted into the end viewer's experience as described in one embodiment in Figure 2.

[0011] Referring to Figure 2, a digital content insertion process 200 determines with a switched digital video (SDV) system a number of ad delivery resources available at a given time (block 202). Each of the ad delivery resources may be associated with a channel having a resource identifier. The SDV system is operated to notify an ad proxy of the ad delivery resources available at the given time (block 204). An in-band SCTE 35 signal is detected using a linear splicer (block 206). The linear splicer is operated to notify the ad proxy of the in-band SCTE 35 signal detected (block 208). A set of ads is resolved to splice in response to the in- band SCTE 35 signal (block 210). Each ad in the set of ads may be a video stream. The set of ads may comprise a number of ads equal to the number of the ad delivery resources. The SDV system is notified of an impending splice (block 212). The SDV system is operated to prepare for distribution of ad variants (block 214). The customer premise equipment (CPE) is operated to detect the in-band SCTE 35 signal (block 216). The CPE is operated to request an ad to splice from the SDV system (block 218). The request may be made in response to detecting the in-band SCTE 35 signal. The ad proxy is operated to request a most appropriate ad from the set of ads to splice in (block 220). The most appropriate ad may be based on the content of another stream being received by the CPE, a duration of each of the ads in the set of ads, the quality of each channel of the SDV system, etc. The most appropriate ad is then returned (block 222). The ad proxy is operated to cross reference the resource identifier of the SDV system associated with the most appropriate ad (block 224). The CPE is notified of the channel for the most appropriate ad (block 226). The CPE is operated to tune to the channel for the duration of the most appropriate ad (block 228).

[0012] In some embodiments, the SDV system is operated to prepare for the distribution of the ad variants by assigning each of the ad variants in the set of ads to one of the ad delivery resources. The ad proxy may store the association between each of the ad variants and the channel.

[0013] In another embodiment, in response to the in-band SCTE 35 signal, the CPE may also request a plurality of ads. The ad proxy may request a number of most appropriate ads from the set of ads equal to the number of the plurality of ads to splice in. The most appropriate ads are returned and prioritized. The most appropriate ads may be based on the content of another stream being received by the CPE, a duration of each of the ads in the set of ads, the quality of each channel of the SDV system, etc. The ad proxy is operated to cross reference the resource identifier of the SDV system associated with each of the most appropriate ads. The CPE is notified of each channel for the most appropriate ads and operated to tune to each channel in sequence of prioritization for the duration of the most appropriate ads.

[0014] In yet another embodiment, the digital content insertion process 200 determines whether the CPE tunes to the channel for the duration of the most appropriate ad. In response to the CPE not tuning to the most appropriate ad for the duration, the ad proxy is operated to request a second most appropriate ad from the set of ads to splice in. The second most appropriate ad is returned. The second most appropriate ad may be based on the content of another stream being received by the CPE, a duration of each of the ads in the set of ads, the quality of each channel of the SDV system, etc. The ad proxy is operated to cross reference the resource identifier of the SDV system associated with the second most appropriate ad. The CPE is notified of the channel for the second most appropriate ad and operated to tune to the channel for the duration of the second most appropriate ad.

[0015] Referring to Figure 3, an IP multicast advertising system 300 comprises a digital content source 102, a linear splicer 104, a digital distribution system 106, an ad service provider 108, an ad proxy 110, customer premise equipment 114, an IP multicast distribution 302, and an IP distribution 304. The digital content source 102 (e.g., a cable head end) provides streamed digital content to a linear splicer 104. The digital content source 102 may include a video stream of content. The streamed digital content may also include an in-band SCTE 35 signal to enable insertion of digital advertising. The linear splicer 104 may enable both the streamed digital content and the in-band SCTE 35 signal to pass through to the digital distribution system 106, while operating to send the in-band SCTE 35 signal or other control signal to the ad proxy, such as by the operation of a switch actuated by the in-band SCTE 35 signal. The streamed digital content is then sent to the digital distribution system 106. The digital advertising inserted into the streamed digital content is selected via an ad service provider 108 and ad proxy 110. The ad proxy 110 may determine a number of ads to insert into the streamed digital content based on the in-band SCTE 35 signal. The number of ads may be based on the number of ad delivery resources that the IP multicast distribution 302 and the IP distribution 304 has available. The ad proxy 110 may select and prioritize the ads from the ad service provider 108. These ads are then associated with the ad delivery resources of the IP multicast distribution 302 and the IP distribution 304. The ad proxy 110 may select and prioritize the ads from the ad service provider 108. The streamed digital content and selected advertising are provided to customer premise equipment 114 via the IP multicast distribution 302, the IP distribution 304, and the digital distribution system 106. Digital advertising may be selected and inserted into the end viewer's experience as described in one embodiment in Figure 4.

[0016] Referring to Figure 4, a digital content insertion process 400 determines with an IP multicast system a number of ad delivery resources available at a given time (block 402). Each of the ad delivery resources may be associated with a channel having a resource identifier. The IP multicast system is operated to notify an ad proxy of the ad delivery resources available at the given time (block 404). An in-band SCTE 35 signal is detected using a linear splicer (block 406). The linear splicer is operated to notify the ad proxy of the in-band SCTE 35 signal detected (block 408). A set of ads is resolved to splice in response to the in-band SCTE 35 signal (block 410). Each ad in the set of ads may be a video stream. The set of ads may comprise a number of ads equal to the number of the ad delivery resources. The IP multicast system is notified of an impending splice (block 412). The IP multicast system is operated to prepare for distribution of ad variants (block 414). The customer premise equipment (CPE) is operated to detect the in-band SCTE 35 signal (block 416). The CPE is operated to request an ad to splice from the IP multicast system (block 418). The request may be made in response to detecting the in-band SCTE 35 signal. The ad proxy is operated to request a most appropriate ad from the set of ads to splice in (block 420). The most appropriate ad may be based on the content of another stream being received by the CPE, a duration of each of the ads in the set of ads, the quality of each channel of the IP multicast system, etc. The most appropriate ad is then returned (block 422). The ad proxy is operated to cross reference the resource identifier of the IP multicast system associated with the most appropriate ad (block 424). The CPE is notified of the channel for the most appropriate ad (block 426). The CPE is operated to pull content associated with the most appropriate ad from the IP multicast system and perform CPE-based replacement with the content of the most appropriate ad (block 426).

[0017] In some embodiments, the IP multicast system is operated to prepare for the

distribution of the ad variants by assigning each of the ad variants in the set of ads to one of the ad delivery resources. The ad proxy may store the association between each of the ad variants and the channel.

[0018] In another embodiment, in response to the in-band SCTE 35 signal, the CPE may also request a plurality of ads. The ad proxy may request a number of most appropriate ads from the set of ads equal to the number of the plurality of ads to splice in. The most appropriate ads are returned and prioritized. The most appropriate ads may be based on the content of another stream being received by the CPE, a duration of each of the ads in the set of ads, the quality of each channel of the IP multicast system, etc. The ad proxy is operated to cross reference the resource identifier of the IP multicast system associated with each of the most appropriate ads. The CPE is notified of each channel for the most appropriate ads and operated to tune to each channel in sequence of prioritization for the duration of the most appropriate ads.

[0019] In yet another embodiment, the digital content insertion process 400 determines whether the CPE tunes to the channel for the duration of the most appropriate ad. In response to the CPE not tuning to the most appropriate ad for the duration, the ad proxy is operated to request a second most appropriate ad from the set of ads to splice in. The second most appropriate ad is returned. The second most appropriate ad may be based on the content of another stream being received by the CPE, a duration of each of the ads in the set of ads, the quality of each channel of the IP multicast system, etc. The ad proxy is operated to cross reference the resource identifier of the IP multicast system associated with the second most appropriate ad. The CPE is operated to pull content associated with the second most appropriate ad from the IP multicast system and perform CPE-based replacement with the content of the second most appropriate ad.

[0020] Figure 5 is an example block diagram of a computing device 500 that may incorporate embodiments of the present invention. Figure 5 is merely illustrative of a machine system to carry out aspects of the technical processes described herein, and does not limit the scope of the claims. One of ordinary skill in the art would recognize other variations, modifications, and alternatives. In one embodiment, the computing device 500 typically includes a monitor or graphical user interface 502, a data processing system 520, a communication network interface 512, input device(s) 508, output device(s) 506, and the like.

[0021] As depicted in Figure 5, the data processing system 520 may include one or more processor(s) 504 that communicate with a number of peripheral devices via a bus subsystem 518. These peripheral devices may include input device(s) 508, output device(s) 506, communication network interface 512, and a storage subsystem, such as a volatile memory 510 and a nonvolatile memory 514.

[0022] The volatile memory 510 and/or the nonvolatile memory 514 may store computer- executable instructions and thus forming logic 522 that when applied to and executed by the processor(s) 504 implement embodiments of the processes disclosed herein.

[0023] The input device(s) 508 include devices and mechanisms for inputting information to the data processing system 520. These may include a keyboard, a keypad, a touch screen incorporated into the monitor or graphical user interface 502, audio input devices such as voice recognition systems, microphones, and other types of input devices. In various embodiments, the input device(s) 508 may be embodied as a computer mouse, a trackball, a track pad, a joystick, wireless remote, drawing tablet, voice command system, eye tracking system, and the like. The input device(s) 508 typically allow a user to select objects, icons, control areas, text and the like that appear on the monitor or graphical user interface 502 via a command such as a click of a button or the like. [0024] The output device(s) 506 include devices and mechanisms for outputting information from the data processing system 520. These may include the monitor or graphical user interface 502, speakers, printers, infrared LEDs, and so on as well understood in the art.

[0025] The communication network interface 512 provides an interface to communication networks (e.g., communication network 516) and devices external to the data processing system 520. The communication network interface 512 may serve as an interface for receiving data from and transmitting data to other systems. Embodiments of the communication network interface 512 may include an Ethernet interface, a modem (telephone, satellite, cable, ISDN), (asynchronous) digital subscriber line (DSL), FireWire, USB, a wireless communication interface such as Bluetooth or Wi-Fi, a near field communication wireless interface, a cellular interface, and the like.

[0026] The communication network interface 512 may be coupled to the communication network 516 via an antenna, a cable, or the like. In some embodiments, the communication network interface 512 may be physically integrated on a circuit board of the data processing system 520, or in some cases may be implemented in software or firmware, such as "soft modems", or the like.

[0027] The computing device 500 may include logic that enables communications over a network using protocols such as HTTP, TCP/IP, RTP/RTSP, IPX, UDP and the like.

[0028] The volatile memory 510 and the nonvolatile memory 514 are examples of tangible media configured to store computer readable data and instructions to implement various embodiments of the processes described herein. Other types of tangible media include removable memory (e.g., pluggable USB memory devices, mobile device SIM cards), optical storage media such as CD-ROMS, DVDs, semiconductor memories such as flash memories, non-transitory read-only-memories (ROMS), battery-backed volatile memories, networked storage devices, and the like. The volatile memory 510 and the nonvolatile memory 514 may be configured to store the basic programming and data constructs that provide the functionality of the disclosed processes and other embodiments thereof that fall within the scope of the present invention.

[0029] Logic 522 that implements embodiments of the present invention may be stored in the volatile memory 510 and/or the nonvolatile memory 514. Said logic 522 may be read from the volatile memory 510 and/or nonvolatile memory 514 and executed by the processor(s) 504. The volatile memory 510 and the nonvolatile memory 514 may also provide a repository for storing data used by the logic 522.

[0030] The volatile memory 510 and the nonvolatile memory 514 may include a number of memories including a main random access memory (RAM) for storage of instructions and data during program execution and a read only memory (ROM) in which read-only non-transitory instructions are stored. The volatile memory 510 and the nonvolatile memory 514 may include a file storage subsystem providing persistent (non-volatile) storage for program and data files. The volatile memory 510 and the nonvolatile memory 514 may include removable storage systems, such as removable flash memory.

[0031] The bus subsystem 518 provides a mechanism for enabling the various components and subsystems of data processing system 520 communicate with each other as intended. Although the communication network interface 512 is depicted schematically as a single bus, some embodiments of the bus subsystem 518 may utilize multiple distinct busses.

[0032] It will be readily apparent to one of ordinary skill in the art that the computing device 500 may be a device such as a smartphone, a desktop computer, a laptop computer, a rackmounted computer system, a computer server, or a tablet computer device. As commonly known in the art, the computing device 500 may be implemented as a collection of multiple networked computing devices. Further, the computing device 500 will typically include operating system logic (not illustrated) the types and nature of which are well known in the art.

[0033] Terms used herein should be accorded their ordinary meaning in the relevant arts, or the meaning indicated by their use in context, but if an express definition is provided, that meaning controls.

[0034] "Circuitry" refers to electrical circuitry having at least one discrete electrical circuit, electrical circuitry having at least one integrated circuit, electrical circuitry having at least one application specific integrated circuit, circuitry forming a general purpose computing device configured by a computer program (e.g., a general purpose computer configured by a computer program which at least partially carries out processes or devices described herein, or a microprocessor configured by a computer program which at least partially carries out processes or devices described herein), circuitry forming a memory device (e.g., forms of random access memory), or circuitry forming a communications device (e.g., a modem, communications switch, or optical-electrical equipment). [0035] "Firmware" refers to software logic embodied as processor-executable instructions stored in read-only memories or media.

[0036] "Hardware" refers to logic embodied as analog or digital circuitry.

[0037] "Logic" refers to machine memory circuits, non transitory machine readable media, and/or circuitry which by way of its material and/or material-energy configuration comprises control and/or procedural signals, and/or settings and values (such as resistance, impedance, capacitance, inductance, current/voltage ratings, etc.), that may be applied to influence the operation of a device. Magnetic media, electronic circuits, electrical and optical memory (both volatile and nonvolatile), and firmware are examples of logic. Logic specifically excludes pure signals or software per se (however does not exclude machine memories comprising software and thereby forming configurations of matter). The disclosed embodiments may be

implemented by logic distributed among various network devices, in various combinations of hardware, software, and firmware, according to the requirements of the implementation. One skilled in the art would readily ascertain the most suitable distribution of logic according to the requirements of the implementation.

[0038] "Software" refers to logic implemented as processor-executable instructions in a machine memory (e.g. read/write volatile or nonvolatile memory or media).

[0039] "Switched digital video system" refers to a network scheme for distributing digital video via a cable. Switched video sends the digital video in a more efficient manner so that additional uses may be made of the freed up bandwidth. More specifically, switched video makes use of two-way communications to the customer premise equipment to identify digital video channels being watched and avoids distributing unwatched channels over the cable network. The communication may occur through an intermediary device.

[0040] "Video stream" refers to content sent in compressed form over the Internet and displayed by the viewer in real time.

[0041] "Resource identifier" refers to a string of characters that unambiguously identifies a particular resource.

[0042] "Most appropriate ad" refers to an ad selected by a set of criteria from amongst a set of ads.

[0043] "Channel" refers to a medium for communication or the passage of information. [0044] "Ad" refers to a notice or announcement in a public medium promoting a product, service, or event.

[0045] "Customer premise equipment" refers to any terminal and associated equipment located at a subscriber's premises and connected with a carrier's telecommunication circuit at the demarcation point ("demarc"). The demarc is a point established in a building or complex to separate customer equipment from the equipment located in either the distribution infrastructure or central office of the communications service provider. CPE generally refers to devices such as telephones, routers, network switches, residential gateways (RG), set-top boxes, fixed mobile convergence products, home networking adapters and Internet access gateways that enable consumers to access communications service providers' services and distribute them around their house via a local area network (LAN). A CPE can be an active equipment, as the ones mentioned above or a passive equipment such as analogue-telephone-adapters or xDSL- splitters.

[0046] "Internet protocol multicast system" refers to a method of sending Internet Protocol (IP) datagrams to a group of interested receivers in a single transmission. It is the IP-specific form of multicast and is used for streaming media and other applications on private networks. It may utilize specially reserved multicast address blocks in IPv4 and IPv6.

[0047] "In-band Society of Cable and Telecommunications Engineers (SCTE) 35 signal" refers to a joint ANSI/Society of Cable and Telecommunications Engineers standard that describes the inline insertion of cue tones in mpeg-ts streams. The full standard name is "Digital Program Insertion Cueing Message for Cable." SCTE-35 may be utilized to, for example, signal a local ad insertion opportunity in the transport stream or insert local TV programs (e.g., local news transmissions).

[0048] Herein, references to "one embodiment" or "an embodiment" do not necessarily refer to the same embodiment, although they may. Unless the context clearly requires otherwise, throughout the description and the claims, the words "comprise," "comprising," and the like are to be construed in an inclusive sense as opposed to an exclusive or exhaustive sense; that is to say, in the sense of "including, but not limited to." Words using the singular or plural number also include the plural or singular number respectively, unless expressly limited to a single one or multiple ones. Additionally, the words "herein," "above," "below" and words of similar import, when used in this application, refer to this application as a whole and not to any particular portions of this application. When the claims use the word "or" in reference to a list of two or more items, that word covers all of the following interpretations of the word: any of the items in the list, all of the items in the list and any combination of the items in the list, unless expressly limited to one or the other. Any terms not expressly defined herein have their conventional meaning as commonly understood by those having skill in the relevant art(s).

[0049] Various logic functional operations described herein may be implemented in logic that is referred to using a noun or noun phrase reflecting said operation or function. For example, an association operation may be carried out by an "associator" or "correlator". Likewise, switching may be carried out by a "switch", selection by a "selector", and so on.

Claims

CLAIMS What is claimed is:

1. A method comprising:

operating a switched digital video (SDV) system to determine a number of ad delivery resources available at a given time, each of the ad delivery resources associated with a channel having a resource identifier;

operating the SDV system using IP multicast to notify an ad proxy of the ad delivery resources available at the given time;

detecting an in-band Society of Cable and Telecommunications Engineers (SCTE) 35 signal using a linear splicer;

operating the linear splicer to notify the ad proxy of the in-band SCTE 35 signal detected;

resolving a set of ads to splice in response to the in-band SCTE 35 signal, the set of ads comprising a number of ads equal to the number of the ad delivery resources;

notifying the SDV system of an impending splice;

operating the SDV system to prepare for distribution of ad variants;

operating customer premise equipment (CPE) to detect the in-band SCTE 35 signal; operating the CPE to request an ad to splice from the SDV system;

operating the ad proxy to request a most appropriate ad from the set of ads to splice in; returning the most appropriate ad, the most appropriate ad having a duration;

operating the ad proxy to cross reference the resource identifier of the SDV system associated with the most appropriate ad;

notifying the CPE of the channel for the most appropriate ad; and

operating the CPE to tune to the channel for the duration of the most appropriate ad.

2. The method of claim 1, wherein operating the SDV system to prepare for the distribution of the ad variants comprises assigning each of the ad variants in the set of ads to one of the ad delivery resources.

3. The method of claim 1, further comprising:

in response to the in-band SCTE 35 signal, the CPE requests a plurality of ads; the ad proxy to request a number of most appropriate ads from the set of ads equal to the number of the plurality of ads to splice in;

returning the most appropriate ads, each of the most appropriate ads having an ad duration;

prioritizing the most appropriate ads;

operating the ad proxy to cross reference the resource identifier of the SDV system associated with each of the most appropriate ads;

notifying the CPE of each channel for the most appropriate ads; and

operating the CPE to tune to each channel in sequence of prioritization for the ad duration of the most appropriate ads.

4. The method of claim 1, wherein each ad in the set of ads is a video stream.

5. The method of claim 1, further comprising:

determining whether the CPE tunes to the channel for the duration of the most appropriate ad;

in response, operating the ad proxy to request a second most appropriate ad from the set of ads to splice in;

returning the second most appropriate ad, the second most appropriate ad having a second duration;

operating the ad proxy to cross reference the resource identifier of the SDV system associated with the second most appropriate ad;

notifying the CPE of the channel for the second most appropriate ad; and

operating the CPE to tune to the channel for the second duration of the second most appropriate ad.

6. A method comprising:

determining with an internet protocol (IP) multicast system a number of ad delivery resources are available at a given time; each of the ad delivery resources associated a resource identifier;

operating the IP multicast system to notify an ad proxy of the ad delivery resources available at the given time;

detecting an in-band SCTE 35 signal using a linear splicer; operating the linear splicer to notify the ad proxy of the in-band SCTE 35 signal detected;

notifying the IP multicast system of an impending splice;

operating the IP multicast system to prepare for distribution of ad variants;

operating the CPE to detect the in-band SCTE 35 signal;

operating the CPE to request an ad to splice from the IP multicast system;

operating the ad proxy to request a most appropriate ad from the set of ads to splice in; returning the most appropriate ad;

operating the ad proxy to cross reference the resource identifier of the IP multicast system associated with the most appropriate ad; and

operating the CPE to pull content associated with the most appropriate ad from the IP multicast system and perform CPE-based replacement with the content of the most appropriate ad.

7. The method of claim 6, wherein operating the IP multicast system to prepare for the distribution of the ad variants comprises assigning each of the ad variants in the set of ads to one of the ad delivery resources.

8. The method of claim 6, further comprising:

in response to the in-band SCTE 35 signal, the CPE requests a plurality of ads;

the ad proxy to request a number of most appropriate ads from the set of ads equal to the number of the plurality of ads to splice in;

returning the most appropriate ads;

prioritizing the most appropriate ads;

operating the ad proxy to cross reference the resource identifier of the IP multicast system associated with each of the most appropriate ads; and

operating the CPE to pull the content associated with the most appropriate ads in sequence of prioritization from the IP multicast system and perform CPE-based replacement with the content of each of the most appropriate ads.

9. The method of claim 6, wherein the content is a video stream.

10. The method of claim 6, further comprising:

determining whether the CPE performs CPE-based replacement with the content of the most appropriate ad;

returning the second most appropriate ad;

operating the ad proxy to cross reference the resource identifier of the IP multicast system associated with the second most appropriate ad; and

operating the CPE to pull content associated with the second most appropriate ad from the IP multicast system and perform CPE-based replacement with the content of the second most appropriate ad.

11. A computing apparatus, the computing apparatus comprising:

a processor; and

a memory storing instructions that, when executed by the processor, configure the apparatus to:

determine with a switched digital video (SDV) system a number of ad delivery resources available at a given time, each of the ad delivery resources associated with a channel having a resource identifier;

operate the SDV system to notify an ad proxy of the ad delivery resources available at the given time;

detect an in-band Society of Cable and Telecommunications Engineers (SCTE) 35 signal using a linear splicer;

operate the linear splicer to notify the ad proxy of the in-band SCTE 35 signal detected;

resolve a set of ads to splice in response to the in-band SCTE 35 signal, the set of ads comprising a number of ads equal to the number of the ad delivery resources;

notify the SDV system of an impending splice;

operate the SDV system to prepare for distribution of ad variants; operate customer premise equipment (CPE) to detect the in-band SCTE 35 signal; operate the CPE to request an ad to splice from the SDV system;

operate the ad proxy to request a most appropriate ad from the set of ads to splice in; return the most appropriate ad, the most appropriate ad having a duration;

operate the ad proxy to cross reference the resource identifier of the SDV system associated with the most appropriate ad;

notify the CPE of the channel for the most appropriate ad; and

operate the CPE to tune to the channel for the duration of the most appropriate ad.

12. The computing apparatus of claim 11, wherein operating the SDV system to prepare for the distribution of the ad variants comprises assign each of the ad variants in the set of ads to one of the ad delivery resources.

13. The computing apparatus of claim 11, wherein the instructions further configure the apparatus to:

in response to the in-band SCTE 35 signal, the CPE requests a plurality of ads;

return the most appropriate ads, each of the most appropriate ads having an ad duration; prioritize the most appropriate ads;

operate the ad proxy to cross reference the resource identifier of the SDV system associated with each of the most appropriate ads;

notify the CPE of each channel for the most appropriate ads; and

operate the CPE to tune to each channel in sequence of prioritization for the ad duration of the most appropriate ads.

14. The computing apparatus of claim 11, wherein each ad in the set of ads is a video stream.

15. The computing apparatus of claim 11, wherein the instructions further configure the apparatus to:

determine whether the CPE tunes to the channel for the duration of the most appropriate ad;

in response, operate the ad proxy to request a second most appropriate ad from the set of ads to splice in;

return the second most appropriate ad, the second most appropriate ad having a second duration; operate the ad proxy to cross reference the resource identifier of the SDV system associated with the second most appropriate ad;

notify the CPE of the channel for the second most appropriate ad; and

operate the CPE to tune to the channel for the second duration of the second most appropriate ad.

16. A computing apparatus, the computing apparatus comprising:

a processor; and

determine with an internet protocol (IP) multicast system a number of ad delivery resources are available at a given time; each of the ad delivery resources associated a resource identifier;

operate the IP multicast system to notify an ad proxy of the ad delivery resources available at the given time;

detect an in-band SCTE 35 signal using a linear splicer;

notify the IP multicast system of an impending splice;

operate the IP multicast system to prepare for distribution of ad variants;

operate the CPE to detect the in-band SCTE 35 signal;

operate the CPE to request an ad to splice from the IP multicast system;

operate the ad proxy to request a most appropriate ad from the set of ads to splice in;

return the most appropriate ad;

operate the ad proxy to cross reference the resource identifier of the IP multicast system associated with the most appropriate ad; and

operate the CPE to pull content associated with the most appropriate ad from the IP multicast system and perform CPE-based replacement with the content of the most appropriate ad.

17. The computing apparatus of claim 16, wherein operating the IP multicast system to prepare for the distribution of the ad variants comprises assign each of the ad variants in the set of ads to one of the ad delivery resources.

18. The computing apparatus of claim 16, wherein the instructions further configure the apparatus to:

in response to the in-band SCTE 35 signal, the CPE requests a plurality of ads;

return the most appropriate ads;

prioritize the most appropriate ads;

operate the ad proxy to cross reference the resource identifier of the IP multicast system associated with each of the most appropriate ads; and

operate the CPE to pull the content associated with the most appropriate ads in sequence of prioritization from the IP multicast system and perform CPE-based replacement with the content of each of the most appropriate ads.

19. The computing apparatus of claim 16, wherein the content is a video stream.

20. The computing apparatus of claim 16, wherein the instructions further configure the apparatus to:

determine whether the CPE performs CPE-based replacement with the content of the most appropriate ad;

return the second most appropriate ad;

operate the ad proxy to cross reference the resource identifier of the IP multicast system associated with the second most appropriate ad; and

operate the CPE to pull content associated with the second most appropriate ad from the IP multicast system and perform CPE-based replacement with the content of the second most appropriate ad.