Creating and fulfilling dynamic advertisement replacement inventory
A processing device can execute instructions to query a database to determine a top-ranked avail for a target audience, to generate a target avail, determine the target avail is not within a sell CPM price for the target audience, and determine that demand for the target avail as addressable television (ATV) impressions is beyond a predetermined threshold sufficient to discount the CPM price of the target avail for the target audience. The ATV impressions can be derived from directly addressable replacement ads. The processing device can further determine that the target avail is within the sell CPM price for the target audience with a determined discount and discount the sell CPM price for the target avail by the determined discount that decreases a margin for an ad campaign when filling the target avail with a broadcast ad. Also, ATV sell CPM price can be adjusted according to programmable TV campaign performance.
1. A system comprising:
a processing device; and
a non-transitory computer-readable storage medium in communication with the processing device, the non-transitory computer-readable storage medium storing instructions that when executed on the processing device cause the processing device to perform operations comprising:
monitoring, using automatic content recognition (ACR), a video stream as the video stream is delivered to a television (TV);
during the monitoring of the video stream, identifying, in at least one media segment of the video stream, a broadcasted TV ad before the TV is to receive and display the broadcasted TV ad for an advertisement (ad) spot, wherein the broadcasted TV ad is associated with a first party;
determining, in real time, that the broadcasted TV ad is on target for a target audience for the ad spot;
in response to determining that the broadcasted TV ad is on target, determining, in real time, that the broadcasted TV ad is underperforming based on actual addressable TV impressions of the broadcasted TV ad being less than a desired number of addressable TV impressions for the broadcasted TV ad;
in response to determining that the broadcasted TV ad is underperforming:
increasing a sell cost-per-mille (CPM) price of addressable TV impressions for the ad spot based on a percentage by which the broadcast ad is underperforming;
providing criteria to an ad replacer client for generating a request to replace the broadcasted TV ad with a replacement ad for dynamic advertisement replacement (DAR) for the ad spot; and
providing, to a second party, the request for the replacement ad for the DAR for the ad spot;
receiving the replacement ad from the second party for the DAR based on digital advertising campaign objectives of the second party, the digital advertising campaign objectives comprising an available budget, a target audience, and a desired number of addressable TV impressions;
determining a number of predicted DAR impressions for the replacement ad, the predicted DAR impressions based on historical advertising data, a broadcast TV network, and a time of day;
providing data for determining that the replacement ad corresponding to the ad spot satisfies the digital advertising campaign objectives; and
responsive to determining that the replacement ad satisfies the digital advertising campaign objectives, communicating the replacement ad to replace the broadcasted TV ad for the ad spot in the video stream delivered to the TV,
wherein determining that the replacement ad satisfies the digital advertising campaign objectives occurs as the video stream is delivered to the TV and further comprises:
receiving the CPM for the replacement ad; and
determining that the CPM for the replacement ad satisfies the available budget of the digital advertising campaign objectives.
2. The system of claim 1 , wherein the historical advertising data comprises at least one of previous broadcast TV ad campaigns, previous dynamic ad replacement campaigns, viewer profiles, or viewing patterns corresponding to the viewer profiles.
3. The system of claim 1 , wherein the historical advertising data comprises an average of addressable television (ATV) impressions derived from directly addressable replacement ads that each target a particular smart TV accessible over a public network.
4. The system of claim 1 , wherein determining that the replacement ad satisfies the digital advertising campaign objectives further comprises determining that the number of predicted DAR impressions satisfies the desired number of impressions of the digital advertising campaign objectives.
5. The system of claim 1 , wherein the operations further comprise providing a report that identifies a number of actual impressions during broadcast corresponding to the replacement ad.
6. The system of claim 1 , wherein the operations further comprise comparing an actual number of addressable TV impressions for the replacement ad to the number of predicted DAR impressions.
7. The system of claim 1 , wherein the operations further comprise providing a report that identifies a number of actual impressions during broadcast corresponding to the replacement ad and the underperforming ad.
8. A method comprising:
monitoring, by data processing hardware, using automatic content recognition (ACR), a video stream as the video stream is delivered to a television (TV);
during the monitoring of the video stream, identifying, in at least one media segment of the video stream, a broadcasted TV ad before the TV is to receive and display the broadcasted TV ad for an advertisement (ad) spot, wherein the broadcasted TV ad is associated with a first party;
determining, in real time, that the broadcasted TV ad is on target for a target audience for the ad spot;
in response to determining that the broadcasted TV ad is on target, determining, by the data processing hardware, in real time, that the broadcasted TV ad is underperforming based on actual addressable TV impressions of the broadcasted TV ad being less than a desired number of addressable TV impressions for the broadcasted TV ad;
in response to determining that the broadcasted TV ad is underperforming:
increasing, by the data processing hardware, a sell cost-per-mille (CPM) price of addressable TV impressions for the ad spot based on a percentage by which the broadcast ad is underperforming;
providing criteria to an ad replacer client for generating a request to replace the broadcasted TV ad with a replacement ad for dynamic advertisement replacement (DAR) for the ad spot, and
providing, by the data processing hardware, to a second party, the request for the replacement ad for the DAR for the ad spot;
receiving, by the data processing hardware, the replacement ad for the DAR from the second party based on digital advertising campaign objectives of the second party, the digital advertising campaign objectives comprising an available budget, a target audience, and a desired number of addressable TV impressions;
determining, by the data processing hardware, a number of predicted DAR impressions for the replacement ad, the predicted DAR impressions based on historical advertising data, a broadcast TV network, and time of day;
providing, by the data processing hardware, data for determining that the replacement ad corresponding to the ad spot satisfies the digital advertising campaign objectives; and
responsive to determining that the replacement ad satisfies the digital advertising campaign objectives, communicating the replacement ad to replace the broadcasted TV ad for the ad spot in the video stream delivered to the TV,
wherein determining that the replacement ad satisfies the digital advertising campaign objectives occurs as the video stream is delivered to the TV and further comprises:
receiving the CPM for the replacement ad; and
determining that the CPM for the replacement ad satisfies the available budget of the digital advertising campaign objectives.
9. The method of claim 8 , wherein the historical advertising data comprises at least one of previous broadcast TV ad campaigns, previous dynamic ad replacement campaigns, viewer profiles, or viewing patterns corresponding to the viewer profiles.
10. The method of claim 8 , wherein the historical advertising data comprises an average of addressable television (ATV) impressions derived from directly addressable replacement ads that each target a particular smart TV accessible over a public network.
11. The method of claim 8 , wherein determining that the replacement ad satisfies the digital advertising campaign objectives further comprises determining that the number of predicted DAR impressions satisfies the desired number of impressions of the digital advertising campaign objectives.
12. The method of claim 8 further comprising receiving, by the data processing hardware, a report that identifies a number of actual impressions during broadcast corresponding to the replacement ad.
13. The method of claim 8 , further comprising comparing an actual number of addressable TV impressions for the replacement ad to the number of predicted DAR impressions.
14. The method of claim 8 , further comprising receiving, by the data processing hardware, a report that identifies a number of actual impressions during broadcast corresponding to the replacement ad and the underperforming ad.