Content-modification system with fingerprint data mismatch and responsive action feature

1. A method comprising:

receiving query fingerprint data representing content received by a content-presentation device on a channel that is unidentified to a fingerprint-matching server;

making a first comparison of at least a first portion of the received query fingerprint data with at least one first reference fingerprint data set of a plurality of first reference fingerprint data sets, wherein each of the plurality of first reference fingerprint data sets corresponds with a respective known channel identifier and is generated by a content-distribution system from which the content-presentation device receives the content on the unidentified channel;

based on the first comparison, determining that the received query fingerprint data does not match any of the at least one first reference fingerprint data sets;

responsive to the determining;

determining that the channel on which the content-presentation device is receiving the content is an unidentified channel, and

making a second comparison of at least a second portion of the received query fingerprint data with second reference fingerprint data representing a modifiable content-segment, wherein the second reference fingerprint data is different from the plurality of first reference fingerprint data sets that correspond with the known channel identifiers and is generated by a computing system different from the content-distribution system;

based on the second comparison, detecting a match between at least the second portion of the received query fingerprint data and the second reference fingerprint data; and

responsive to detecting the match;

determining that the content received by the content-presentation device on the unidentified channel includes the modifiable content-segment, and

performing an action that facilitates the content-presentation device performing a content-modification operation so as to output supplemental content on the unidentified channel.

2. The method of claim 1 , wherein at least the first portion of the received query fingerprint data and at least the second portion of the received query fingerprint data are the same.

3. The method of claim 1 , further comprising:

determining a transmission time-stamp representing a time-point at which a content-distribution system transmitted the modifiable content-segment, wherein performing the action comprises transmitting the transmission time-stamp to the content-presentation device to facilitate the content-presentation device using the transmission time-stamp to determine a modification start-time at which to perform the content-modification operation.

4. The method of claim 3 , further comprising:

determining a starting frame marker of the modifiable content-segment, wherein performing the action further comprises transmitting the starting frame marker to the content-presentation device to facilitate the content-presentation device using the transmission time-stamp and the starting frame marker to determine a modification start-time at which to perform the content-modification operation.

5. The method of claim 1 , wherein performing the content-modification operation comprises performing a content-modification operation other than a content-replacement operation.

6. The method of claim 5 , wherein performing the content-modification operation comprises performing a content-overlay operation.

7. The method of claim 6 , wherein performing the action further comprises performing an action that facilitates the content-presentation device retrieving overlay content for use in connection with performing the content-overlay operation.

8. The method of claim 7 , wherein performing the action that facilitates the content-presentation device retrieving the overlay content for use in connection with performing the content-overlay operation comprises transmitting, to the content-presentation device, supplemental content selection criteria that instructs the content-presentation device to retrieve the overlay content.

9. The method of claim 1 , wherein the method is performed by a fingerprint-matching server of a content-modification system.

10. A non-transitory computer-readable storage medium, having stored thereon program instructions that, upon execution by a processor, cause performance of a set of operations comprising:

receiving query fingerprint data representing content received by a content-presentation device on a channel that is unidentified to a fingerprint-matching server;

making a first comparison of at least a first portion of the received query fingerprint data with at least one first reference fingerprint data set of a plurality of first reference fingerprint data sets, wherein each of the plurality of first reference fingerprint data sets corresponds with a respective known channel identifier and is generated by a content-distribution system from which the content-presentation device receives the content on the unidentified channel;

based on the first comparison, determining that the received query fingerprint data does not match any of the at least one first reference fingerprint data sets;

responsive to the determining;

determining that the channel on which the content-presentation device is receiving the content is an unidentified channel, and

making a second comparison of at least a second portion of the received query fingerprint data with second reference fingerprint data representing a modifiable content-segment, wherein the second reference fingerprint data is different from the plurality of first reference fingerprint data sets that correspond with the known channel identifiers and is generated by a computing system different from the content-distribution system;

based on the second comparison, detecting a match between at least the second portion of the received query fingerprint data and the second reference fingerprint data; and

responsive to detecting the match;

determining that the content received by the content-presentation device on the unidentified channel includes the modifiable content-segment, and

performing an action that facilitates the content-presentation device performing a content-modification operation so as to output supplemental content on the unidentified channel.

11. The non-transitory computer-readable storage medium of claim 10 , wherein at least the first portion of the received query fingerprint data and at least the second portion of the received query fingerprint data are the same.

12. The non-transitory computer-readable storage medium of claim 10 , the set of operations further comprising:

determining a transmission time-stamp representing a time-point at which a content-distribution system transmitted the modifiable content-segment, wherein performing the action comprises transmitting the transmission time-stamp to the content-presentation device to facilitate the content-presentation device using the transmission time-stamp to determine a modification start-time at which to perform the content-modification operation.

13. The non-transitory computer-readable storage medium of claim 10 , wherein performing the content-modification operation comprises performing a content-modification operation other than a content-replacement operation.

14. The non-transitory computer-readable storage medium of claim 13 , wherein performing the content-modification operation comprises performing a content-overlay operation.

15. The non-transitory computer-readable storage medium of claim 14 , wherein performing the action further comprises performing an action that facilitates the content-presentation device retrieving overlay content for use in connection with performing the content-overlay operation.

16. A computing system comprising:

a processor; and

a non-transitory computer-readable storage medium, having stored thereon program instructions that, upon execution by the processor, cause performance of a set of operations comprising:

receiving query fingerprint data representing content received by a content-presentation device on a channel that is unidentified to a fingerprint-matching server;

making a first comparison of at least a first portion of the received query fingerprint data with at least one first reference fingerprint data set of a plurality of first reference fingerprint data sets, wherein each of the plurality of first reference fingerprint data sets corresponds with a respective known channel identifier and is generated by a content-distribution system from which the content-presentation device received the content on the unidentified channel;

based on the first comparison, determining that the received query fingerprint data does not match any of the at least one first reference fingerprint data sets;

responsive to the determining;

determining that the channel on which the content-presentation device is receiving the content is an unidentified channel, and

making a second comparison of at least a second portion of the received query fingerprint data with second reference fingerprint data representing a modifiable content-segment, wherein the second reference fingerprint data is different from the plurality of first reference fingerprint data sets that correspond with the known channel identifiers and is generated by a computing system different from the content-distribution system;

based on the second comparison, detecting a match between at least the second portion of the received query fingerprint data and the second reference fingerprint data; and

responsive to detecting the match;

determining that the content received by the content-presentation device on the unidentified channel includes the modifiable content-segment, and

performing an action that facilitates the content-presentation device performing a content-modification operation so as to output supplemental content on the unidentified channel.

17. The computing system of claim 16 , wherein at least the first portion of the received query fingerprint data and at least the second portion of the received query fingerprint data are the same.

18. The computing system of claim 16 , wherein performing the content-modification operation comprises performing a content-modification operation other than a content-replacement operation.

19. The computing system of claim 18 , wherein performing the content-modification operation comprises performing a content-overlay operation.

20. The computing system of claim 19 , wherein performing the action further comprises performing an action that facilitates the content-presentation device retrieving overlay content for use in connection with performing the content-overlay operation.