Networking and Communication Engineering

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Dynamic Ad Insertion in Triple-Play Content Delivery Networks (CDNs)


Affiliations
1 TechMahindra Ltd, India
     

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The tremendous growth of digital content has brought about the need for monetization. Consolidated triple play infrastructure is needed to deliver Live, VOD, OTT and other range of media services. Further customization, personalization of content service for media content, ads etc is an important user experience consideration. In order to design robust advertising, a survey & investigation has been done on various ad technologies with respect to demographics & technology trends. It highlights strengths & weaknesses of existing methodologies. Based on these, In-stream ad technology approach is proposed for enabling dynamic ad-insertion in media streams. The research work focuses on understanding concept of BIFS, how using SMIL, dynamic ads can be inserted to deliver highly contextual user experience. It also highlights SMIL feature richness, along with XForms and ECMAScript, its acceptance and integration with CDN.

Keywords

SMIL–Synchronized Markup Integration Language, BIFS – Binary Information For Scene, OTT–Over The Top, CDN–Content Delivery Network, VRLM–Virtual Reality Modeling Language.
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  • Dynamic Ad Insertion in Triple-Play Content Delivery Networks (CDNs)

Abstract Views: 140  |  PDF Views: 3

Authors

Chitresh Markanda
TechMahindra Ltd, India
Dattaprassanna Singbal
TechMahindra Ltd, India
Snehal Sontale
TechMahindra Ltd, India

Abstract


The tremendous growth of digital content has brought about the need for monetization. Consolidated triple play infrastructure is needed to deliver Live, VOD, OTT and other range of media services. Further customization, personalization of content service for media content, ads etc is an important user experience consideration. In order to design robust advertising, a survey & investigation has been done on various ad technologies with respect to demographics & technology trends. It highlights strengths & weaknesses of existing methodologies. Based on these, In-stream ad technology approach is proposed for enabling dynamic ad-insertion in media streams. The research work focuses on understanding concept of BIFS, how using SMIL, dynamic ads can be inserted to deliver highly contextual user experience. It also highlights SMIL feature richness, along with XForms and ECMAScript, its acceptance and integration with CDN.

Keywords


SMIL–Synchronized Markup Integration Language, BIFS – Binary Information For Scene, OTT–Over The Top, CDN–Content Delivery Network, VRLM–Virtual Reality Modeling Language.