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;
during the monitoring of the video stream, identifying a first advertisement (ad) for an ad spot in the video stream;
determining whether the first ad is on target for a target audience and underperforming based on addressable television (ATV) impressions of the first ad being less than a desired number of ATV impressions for the first ad; and
in response to determining that the first ad is on target for a target audience and underperforming:
increasing a sell cost-per-mille (CPM) price of ATV impressions for the ad spot based on a percentage by which the first ad is underperforming;
generating a request to replace the first ad with a replacement ad for the ad spot in response to determining, by the processing device, that a demand for the replacement ad is at the increased CPM price,
providing, to a second party, the request for the replacement ad for the ad spot,
receiving the replacement ad from the second party for dynamic advertisement replacement (DAR) of the first ad based on digital advertising campaign objectives of the second party,
determining a number of predicted impressions for the replacement ad,
providing data for determining that the replacement ad corresponding to the ad spot satisfies the digital advertising campaign objectives, wherein determining that the replacement ad satisfies the digital advertising campaign objectives includes determining that the CPM price 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 first ad for the ad spot in the video stream.
2. The system of claim 1 , wherein the number of predicted impressions for the replacement ad is determined according to at least one of historical advertising data, a TV network, or a time of day.
3. The system of claim 2 , wherein the historical advertising data includes at least one of previous ad campaigns, previous ad replacement campaigns, viewer profiles, or viewing patterns corresponding to the viewer profiles.
4. The system of claim 2 , wherein the historical advertising data includes an average of ATV impressions derived from replacement ads that each target a particular TV.
5. The system of claim 1 , wherein the digital advertising campaign objectives include at least one of an available budget, a target audience, and a desired number of ATV impressions for the replacement ad.
6. The system of claim 5 , wherein determining that the replacement ad satisfies the digital advertising campaign objectives includes determining that the number of predicted impressions satisfies the desired number of impressions of the digital advertising campaign objectives.
7. The system of claim 1 , wherein the operations further comprise:
in response to determining that the first ad is not on target, identifying, for replacement, a second ad.
8. The system of claim 1 , wherein the operations further comprise providing a report that identifies a number of actual ATV impressions corresponding to the replacement ad.
9. The system of claim 1 , wherein the operations further comprise comparing an actual number of ATV impressions for the replacement ad to the number of predicted impressions.
10. A method comprising:
monitoring, by data processing hardware, using automatic content recognition (ACR), a video stream;
during the monitoring of the video stream, identifying, by the data processing hardware, a first advertisement (ad) for an ad spot in the video stream;
determining, by the data processing hardware, whether the first ad is on target for a target audience and underperforming based on addressable television (ATV) impressions of the first ad being less than a desired number of ATV impressions for the first ad; and
in response to determining that the first ad is on target for a target audience and underperforming:
increasing, by the data processing hardware, a sell cost-per-mille (CPM) price of ATV impressions for the ad spot based on a percentage by which the first ad is underperforming;
generating, by the data processing hardware, a request to replace the first ad with a replacement ad for the ad spot in response to determining, by the data processing hardware, that a demand for the replacement ad is at the increased CPM price;
providing, to a second party, by the data processing hardware, the request for the replacement ad for the ad spot;
receiving, by the data processing hardware, the replacement ad from the second party for dynamic advertisement replacement (DAR) of the first ad based on digital advertising campaign objectives of the second party;
determining, by the data processing hardware, a number of predicted impressions for the replacement ad;
providing, by the data processing hardware, data for determining that the replacement ad corresponding to the ad spot satisfies the digital advertising campaign objectives, wherein determining that the replacement ad satisfies the digital advertising campaign objectives includes determining that the CPM price satisfies the digital advertising campaign objectives; and
responsive to determining that the replacement ad satisfies the digital advertising campaign objectives, communicating, by the data processing hardware, the replacement ad to replace the first ad for the ad spot in the video stream.
11. The method of claim 10 , wherein the number of predicted impressions for the replacement ad is determined according to at least one of historical advertising data, a TV network, or a time of day.
12. The method of claim 11 , wherein the historical advertising data includes at least one of previous TV ad campaigns, previous ad replacement campaigns, viewer profiles, or viewing patterns corresponding to the viewer profiles.
13. The method of claim 11 , wherein the historical advertising data includes an average of ATV impressions derived from replacement ads that each target a particular TV.
14. The method of claim 10 , wherein the digital advertising campaign objectives include at least one of an available budget, a target audience, and a desired number of ATV impressions for the replacement ad.
15. The method of claim 14 , wherein determining that the replacement ad satisfies the digital advertising campaign objectives includes determining that the number of predicted impressions satisfies the desired number of impressions of the digital advertising campaign objectives.
16. The method of claim 10 , further comprising:
in response to determining that the first ad is not on target, identifying, for replacement, a second ad.
17. The method of claim 10 , further comprising providing a report that identifies a number of actual ATV impressions corresponding to the replacement ad.
18. The method of claim 10 , further comprising comparing an actual number of ATV impressions for the replacement ad to the number of predicted impressions.