Ad exchange on ad server for linear broadcast playout system
Inventory data representing for each of a plurality of broadcast stations a corresponding inventory of audio advertising spots available from that broadcast station to be filled by an advertising exchange system is stored. One or more sets of advertising campaign data, each representing a set of advertising objectives of an advertising campaign, is received via a demand side interface. The inventory data is received via a supply side interface. The inventory data is used to determine for each advertising campaign a corresponding set of advertising spots to be associated with that advertising campaign.
1. An advertising exchange system, comprising:
a memory configured to store inventory data representing for each of a plurality of broadcast stations a corresponding inventory of audio advertising spots available from that broadcast station to be filled by the advertising exchange system; and
a processor coupled to the memory, and coupled via a network connection to a real-time media-delivery appliance,
wherein the real-time media-delivery appliance corresponds to a broadcast station, wherein the broadcast station is a terrestrial radio broadcast station, and
wherein the real-time media-delivery appliance comprises a capability to directly play content after detecting and decoding an in-band trigger from output of a terrestrial radio broadcast mixer in the broadcast station, and
wherein the processor is configured to:
receive via a demand side interface one or more sets of advertising campaign data, each representing a set of advertising objectives of an advertising campaign;
receive via a supply side interface the inventory data for the memory;
use the inventory data to determine for each advertising campaign a corresponding set of advertising spots to be associated with that advertising campaign;
receive via the network connection from the real-time media-delivery appliance a real-time media-delivery appliance report of a playtime for an advertising spot within the corresponding set of advertising spots,
wherein the real-time media-delivery appliance report is based at least in part on a real-time media-delivery appliance directly monitoring output in-band of the terrestrial radio broadcast mixer in the broadcast station; and
determine real-time campaign performance, based at least in part on the real-time media-delivery appliance report, for a reported advertising campaign associated with the corresponding set of advertising spots for the broadcast station.
2. The system recited in claim 1 , wherein the determination is made “last minute” within two weeks before a play date for the corresponding set of advertising spots.
3. The system recited in claim 2 , wherein the demand side interface is coupled to a plurality of broadcast advertisers.
4. The system recited in claim 3 , wherein the supply side interface is coupled to a plurality of broadcast stations.
5. The system recited in claim 4 , wherein the determination is made by programmatically optimizing across two or more of said advertising campaigns.
6. The system recited in claim 5 , further comprising an exchange interface to a second advertising exchange system, wherein the determination is made by programmatically optimizing across two or more advertising exchange systems.
7. The system recited in claim 6 , wherein the determination is programmatically based at least in part on a respective fitness metric computed for each advertising campaign.
8. The system recited in claim 7 , wherein the determination is programmatically based at least in part on a respective fitness metric computed for each advertising campaign, wherein the computed fitness is demo-match.
9. The system recited in claim 8 , wherein the determination is programmatically based at least in part on a respective fitness metric computed for each advertising campaign, wherein the computed fitness is demo-match plus an additional metric.
10. The system recited in claim 9 , wherein the determination is dynamic by making a rolling adjustment to integrate an added advertising campaign.
11. The system recited in claim 10 , wherein the determination is dynamic by making a rolling adjustment to integrate advertising campaigns added throughout a week.
12. The system recited in claim 11 , wherein the supply side interface is coupled to a single private set of broadcast stations representing a private inventory data pool.
13. The system recited in claim 12 , wherein the supply side interface is coupled to a plurality of sets of broadcast stations representing a public inventory data pool.
14. The system recited in claim 13 , wherein the supply side interface is coupled to a single private set of broadcast stations representing a private inventory pool.
15. The system recited in claim 14 , wherein the processor is further coupled to a plurality of real-time media-delivery appliances in each of the plurality of broadcast stations, wherein the plurality of terrestrial in band play out real-time media-delivery appliances are coupled to the memory and the processor by a network connection, wherein a real-time media-delivery appliance auto-generates instructions to implement an advertising campaign.
16. The system recited in claim 15 , further comprising a dashboard, wherein the dashboard is coupled to the memory and the processor by a network connection, wherein the dashboard provides access to a real-time recording of at least a portion of a campaign and reporting.
17. The system recited in claim 16 , wherein the supply side interface also has an ability for a broadcast station to review upcoming advertising campaigns to perform at least one of: separation, blacklisting, and charging differential pricing.
18. The system recited in claim 17 , wherein the determination is based at least in part on an overall optimization of an advertiser side and a broadcast station side.
19. The system recited in claim 18 , wherein the overall optimization includes choosing an alternate plan for each advertising campaign an alternate corresponding set of advertising spots to be associated with that advertising campaign in the event that a better return benefits one or more broadcast stations given a same utility to an advertiser.
20. The system as recited in claim 19 , wherein the memory is further configured to store inventory data representing for each of a plurality of streaming stations a corresponding inventory of audio advertising spots available from that streaming station to be filled by the advertising exchange system.
21. A method, comprising:
storing inventory data representing for each of a plurality of broadcast stations a corresponding inventory of audio advertising spots available from that broadcast station to be filled by an advertising exchange system; and
receiving via a demand side interface one or more sets of advertising campaign data, each representing a set of advertising objectives of an advertising campaign;
receiving via a supply side interface the inventory data;
using the inventory data to determine for each advertising campaign a corresponding set of advertising spots to be associated with that advertising campaign;
receiving via a network connection from a real-time media-delivery appliance a real-time media-delivery appliance report of a playtime for an advertising spot within the corresponding set of advertising spots,
wherein the real-time media-delivery appliance report is based at least in part on the real-time media-delivery appliance directly monitoring output in-band of a terrestrial radio broadcast mixer in a broadcast station,
wherein the broadcast station is a terrestrial radio broadcast station,
wherein the real-time media-delivery appliance comprises a capability to directly play content after detecting and decoding an in-band trigger from output of a terrestrial radio broadcast mixer in the broadcast station; and
determining real-time campaign performance, based at least in part on the real-time media-delivery appliance report, for a reported advertising campaign associated with the corresponding set of advertising spots for the broadcast station.
22. A computer program product, the computer program product being embodied in a non-transitory computer readable storage medium and comprising computer instructions for:
storing inventory data representing for each of a plurality of broadcast stations a corresponding inventory of audio advertising spots available from that broadcast station to be filled by an advertising exchange system; and
receiving via a demand side interface one or more sets of advertising campaign data, each representing a set of advertising objectives of an advertising campaign;
receiving via a supply side interface the inventory data;
using the inventory data to determine for each advertising campaign a corresponding set of advertising spots to be associated with that advertising campaign;
receiving via a network connection from a real-time media-delivery appliance a real-time media-delivery appliance report of a playtime for an advertising spot within the corresponding set of advertising spots,
wherein the real-time media-delivery appliance report is based at least in part on the real-time media-delivery appliance directly monitoring output in-band of a terrestrial radio broadcast mixer in a broadcast station,
wherein the broadcast station is a terrestrial radio broadcast station, and
wherein the real-time media-delivery appliance comprises a capability to directly play content after detecting and decoding an in-band trigger from output of a terrestrial radio broadcast mixer in the broadcast station; and
determining real-time campaign performance, time based at least in part on the real-time media-delivery appliance report, for a reported advertising campaign associated with the corresponding set of advertising spots for the broadcast station.