Content-Modification System with In-Band Message Data Utilization Feature

1 . A method comprising:

accessing in-band message data that was extracted from content being transmitted by a content-distribution system on a channel;

using the accessed in-band message data to identify an upcoming content-modification opportunity on the channel;

responsive to identifying the upcoming content-modification opportunity on the channel, identifying a content-presentation device tuned to the channel; and

causing supplemental content to be transmitted to the identified content-presentation device, to facilitate the identified content-presentation device performing a content-modification operation related to the identified upcoming content-modification opportunity on the channel.

2 . The method of claim 1 , wherein using the accessed in-band message data to identify the upcoming content-modification opportunity on the channel comprises:

(i) detecting a match between the accessed in-band message data and reference data that corresponds with a reference modifiable content-segment; and

(ii) identifying the upcoming content-modification opportunity on the channel based at least in part on the detected match.

3 . The method of claim 1 , wherein accessing the in-band message data that was extracted from content being transmitted by the content-distribution system on the channel comprises accessing an industry standard coding identification (ISCI) key that was extracted from content being transmitted by the content-distribution system on the channel.

4 . The method of claim 1 , wherein the in-band message data comprises a house identifier.

5 . The method of claim 1 , further comprising transmitting to the identified content-presentation device reference fingerprint data to further facilitate the identified content-presentation device performing the content-modification operation related to the identified upcoming content-modification opportunity on the channel.

6 . The method of claim 1 , further comprising:

receiving, by the identified content-presentation device, the transmitted supplemental content; and

using, by the identified content-presentation device, the received supplemental content in connection with performing a content-modification operation related to the identified upcoming content-modification opportunity on the channel.

7 . The method of claim 1 , further comprising:

responsive to identifying the upcoming content-modification opportunity on the channel, identifying a group of multiple content-presentation devices tuned to the channel; and

for each content-presentation device in the identified group, causing respective supplemental content to be transmitted to that content-presentation device, to facilitate that content-presentation device performing a respective content-modification operation related to the identified upcoming content-modification opportunity on the channel.

8 . The method of claim 7 , further comprising:

for each content-presentation device in the identified group, transmitting to that content-presentation device respective reference fingerprint data to further facilitate that content-presentation device performing the respective content-modification operation related to the upcoming content-modification opportunity on the channel.

9 . 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:

accessing in-band message data that was extracted from content being transmitted by a content-distribution system on a channel;

using the accessed in-band message data to identify an upcoming content-modification opportunity on the channel;

responsive to identifying the upcoming content-modification opportunity on the channel, identifying a content-presentation device tuned to the channel; and

causing supplemental content to be transmitted to the identified content-presentation device, to facilitate the identified content-presentation device performing a content-modification operation related to the identified upcoming content-modification opportunity on the channel.

10 . The non-transitory computer-readable storage medium of claim 9 , wherein using the accessed in-band message data to identify the upcoming content-modification opportunity on the channel comprises:

(i) detecting a match between the accessed in-band message data and reference data that corresponds with a reference modifiable content-segment; and

(ii) identifying the upcoming content-modification opportunity on the channel based at least in part on the detected match.

11 . The non-transitory computer-readable storage medium of claim 10 , wherein accessing the in-band message data that was extracted from content being transmitted by the content-distribution system on the channel comprises accessing an industry standard coding identification (ISCI) key that was extracted from content being transmitted by the content-distribution system on the channel.

12 . The non-transitory computer-readable storage medium of claim 10 , wherein the in-band message data comprises a house identifier.

13 . The non-transitory computer-readable storage medium of claim 10 , the set of operations further comprising transmitting to the identified content-presentation device reference fingerprint data to further facilitate the identified content-presentation device performing the content-modification operation related to the identified upcoming content-modification opportunity on the channel.

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

receiving, by the identified content-presentation device, the transmitted supplemental content; and

using, by the identified content-presentation device, the received supplemental content in connection with performing a content-modification operation related to the identified upcoming content-modification opportunity on the channel.

15 . The non-transitory computer-readable storage medium of claim 14 , the set of operations further comprising:

responsive to identifying the upcoming content-modification opportunity on the channel, identifying a group of multiple content-presentation devices tuned to the channel; and

for each content-presentation device in the identified group, causing respective supplemental content to be transmitted to that content-presentation device, to facilitate that content-presentation device performing a respective content-modification operation related to the identified upcoming content-modification opportunity on the channel.

16 . The non-transitory computer-readable storage medium of claim 15 , the set of operations further comprising:

for each content-presentation device in the identified group, transmitting to that content-presentation device respective reference fingerprint data to further facilitate that content-presentation device performing the respective content-modification operation related to the upcoming content-modification opportunity on the channel.

17 . 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:

accessing broadcast-schedule data associated with a channel;

using the accessed broadcast-schedule data to identify an upcoming content-modification opportunity on the channel;

responsive to identifying the upcoming content-modification opportunity on the channel, identifying a content-presentation device tuned to the channel; and

causing supplemental content to be transmitted to the identified content-presentation device, to facilitate the identified content-presentation device performing a content-modification operation related to the identified upcoming content-modification opportunity on the channel.

18 . The computing system of claim 17 , wherein using the accessed in-band message data to identify the upcoming content-modification opportunity on the channel comprises:

(i) detecting a match between the accessed in-band message data and reference data that corresponds with a reference modifiable content-segment; and

(ii) identifying the upcoming content-modification opportunity on the channel based at least in part on the detected match.

19 . The computing system of claim 17 , wherein accessing the in-band message data that was extracted from content being transmitted by the content-distribution system on the channel comprises accessing an industry standard coding identification (ISCI) key that was extracted from content being transmitted by the content-distribution system on the channel.

20 . The computing system of claim 17 , wherein the in-band message data comprises a house identifier.