Intelligent routing fabric for asset insertion in content

1. A system, comprising:

a network element communicatively coupled to a plurality of content distributers and to a plurality of advertisement decision servers (ADSs), wherein the network element is operable to:

receive a Society of Cable Telecommunications Engineers (SCTE) 130-3 request from a first of the content distributers for advertisements to be inserted into a content selection provided to a subscriber by the first content distributer;

in response to receiving the SCTE 130-3 request, communicate a request for advertisements to first and second of the ADSs;

receive advertisements from each of the first and the second ADSs;

determine a number of advertisement opportunities in the content selection;

determine values of the advertisements from each of the first and the second ADSs;

select a portion of the advertisements from each of the first and the second ADSs that fulfills all of the advertisement opportunities in the content selection and that provides the most value; and

combine the selected portion of the advertisements from each of the first and the second ADSs in a response to the first content distributer for insertion into the content,

wherein, in a subsequent content selection:

the network element is further operable to receive another SCTE 130-3 request from the first content distributer for advertisements to be inserted into the subsequent content selection provided to the subscriber by the first content distributer;

in response to receiving the SCTE 130-3 request, communicate a request for advertisements to at least three of the ADSs;

receive advertisements from each of the first and the second ADSs;

detect a timeout from a third of the ADSs;

reject a response from the third ADS after the timeout; and

determine a number of advertisement opportunities in the subsequent content selection;

determine values of the advertisements from each of the first and the second ADSs for the subsequent content selection;

select another portion of the advertisements from each of the first and the second ADSs that fulfills all of the advertisement opportunities in the subsequent content selection and that provides the most value; and

combine the selected other portion of the advertisements from each of the first and the second ADSs in another response to the first content distributer for insertion into the subsequent content.

2. The system of claim 1 , wherein:

the response to the first content distributer comprises an SCTE 130-3 placement response to the first content distributor.

3. The system of claim 1 , wherein:

the network element is further operable to translate the SCTE 130-3 request from the first content provider into a Video Ad Serving Template (VAST) request; and to transfer the VAST request to the first ADS.

4. The system of claim 1 , wherein:

the network element is further operable to receive the advertisements from the first ADS in a VAST response, to extract the advertisements from the VAST response, and to combine the selected portion of the advertisements from each of the first and the second ADSs in an SCTE 130-3 response to the first content provider.

5. The system of claim 1 , wherein:

the network element is further operable to receive the advertisements from the second ADS in an SCTE 130-3 response, to extract the advertisements from the SCTE 130-3 response, and to combine the selected portion of the advertisements from each of the first and the second ADSs in an SCTE 130-3 response to the first content provider.

6. The system of claim 1 , wherein:

the network element is further operable to:

receive SCTE 130-3 placement responses from the content distributers indicating placement of the advertisements in content selections of the content distributers;

collect information pertaining to the placement of the advertisements in the content selections of the content distributers from the SCTE 130-3 placement responses; and

communicate the information to the ADSs.

7. A method operable in a network element communicatively coupled to a plurality of content distributers and to a plurality of advertisement decision servers (ADSs), comprising:

receiving a Society of Cable Telecommunications Engineers (SCTE) 130-3 request from a first of the content distributers for advertisements to be inserted into a content selection provided to a subscriber by the first content distributer;

in response to receiving the SCTE 130-3 request, communicating a request for advertisements to first and second of the ADSs;

receiving advertisements from each of the first and the second ADSs;

determining a number of advertisement opportunities in the content selection;

determining values of the advertisements from each of the first and the second ADSs;

selecting a portion of the advertisements from each of the first and the second ADSs that fulfills all of the advertisement opportunities in the content selection and that provides the most value; and

combining the selected portion of the advertisements from each of the first and the second ADSs in a response to the first content distributer for insertion into the content,

wherein, in a subsequent content selection, the method further comprises:

receiving another SCTE 130-3 request from the first content distributer for advertisements to be inserted into the subsequent content selection provided to the subscriber by the first content distributer;

in response to receiving the SCTE 130-3 request, communicating a request for advertisements to at least three of the ADSs;

receiving advertisements from each of the first and the second ADSs;

detecting a timeout from a third of the ADSs;

rejecting a response from the third ADS after the timeout; and

determining a number of advertisement opportunities in the subsequent content selection;

determining values of the advertisements from each of the first and the second ADSs for the subsequent content selection;

selecting another portion of the advertisements from each of the first and the second ADSs that fulfills all of the advertisement opportunities in the subsequent content selection and that provides the most value; and

combining the selected other portion of the advertisements from each of the first and the second ADSs in another response to the first content distributer for insertion into the subsequent content.

8. The method of claim 7 , wherein:

the response to the first content distributer comprises an SCTE 130-3 placement response to the first content distributor.

9. The method of claim 7 , further comprising:

translating the SCTE 130-3 request from the first content provider into a Video Ad Serving Template (VAST) request; and to transfer the VAST request to the first ADS.

10. The method of claim 7 , further comprising:

receiving the advertisements from the first ADS in a VAST response, to extract the advertisements from the VAST response; and

combining the selected portion of the advertisements from each of the first and the second ADSs in an SCTE 130-3 response to the first content provider.

11. The method of claim 7 , further comprising:

receiving the advertisements from the second ADS in an SCTE 130-3 response, to extract the advertisements from the SCTE 130-3 response; and

combining the selected portion of the advertisements from each of the first and the second ADSs in an SCTE 130-3 response to the first content provider.

12. The method of claim 7 , further comprising:

receiving SCTE 130-3 placement responses from the content distributers indicating placement of the advertisements in content selections of the content distributers;

collecting information pertaining to the placement of the advertisements in the content selections of the content distributers from the SCTE 130-3 placement responses; and

communicating the information to the ADSs.

13. A non-transitory computer readable medium operable in a network element communicatively coupled to a plurality of content distributers and to a plurality of advertisement decision servers (ADSs) and comprising instructions that, when executed by the network element, direct the network element to:

receive a Society of Cable Telecommunications Engineers (SCTE) 130-3 request from a first of the content distributers for advertisements to be inserted into a content selection provided to a subscriber by the first content distributer;

in response to receiving the SCTE 130-3 request, communicate a request for advertisements to first and second of the ADSs;

receive advertisements from each of the first and the second ADSs;

determine a number of advertisement opportunities in the content selection;

determine values of the advertisements from each of the first and the second ADSs;

select a portion of the advertisements from each of the first and the second ADSs that fulfills all of the advertisement opportunities in the content selection and that provides the most value; and

combine the selected portion of the advertisements from each of the first and the second ADSs in a response to the first content distributer for insertion into the content,

wherein, in a subsequent content selection, the instructions further direct the network element to:

receive another SCTE 130-3 request from the first content distributer for advertisements to be inserted into the subsequent content selection provided to the subscriber by the first content distributer;

in response to receive the SCTE 130-3 request, communicating a request for advertisements to at least three of the ADSs;

receive advertisements from each of the first and the second ADSs;

detect a timeout from a third of the ADSs;

reject a response from the third ADS after the timeout; and

determine a number of advertisement opportunities in the subsequent content selection;

determine values of the advertisements from each of the first and the second ADSs for the subsequent content selection;

select another portion of the advertisements from each of the first and the second ADSs that fulfills all of the advertisement opportunities in the subsequent content selection and that provides the most value; and

combine the selected other portion of the advertisements from each of the first and the second ADSs in another response to the first content distributer for insertion into the subsequent content.

14. The computer readable medium of claim 13 , wherein:

the response to the first content distributer comprises an SCTE 130-3 placement response to the first content distributor.

15. The computer readable medium of claim 13 , further comprising instructions that direct the network element to:

translate the SCTE 130-3 request from the first content provider into a Video Ad Serving Template (VAST) request; and to transfer the VAST request to the first ADS.

16. The computer readable medium of claim 13 , further comprising instructions that direct the network element to:

receive the advertisements from the first ADS in a VAST response, to extract the advertisements from the VAST response; and

combine the selected portion of the advertisements from each of the first and the second ADSs in an SCTE 130-3 response to the first content provider.

17. The computer readable medium of claim 13 , further comprising instructions that direct the network element to:

receive the advertisements from the second ADS in an SCTE 130-3 response, to extract the advertisements from the SCTE 130-3 response; and

combine the selected portion of the advertisements from each of the first and the second ADSs in an SCTE 130-3 response to the first content provider.

18. The computer readable medium of claim 13 , further comprising instructions that direct the network element to:

receive SCTE 130-3 placement responses from the content distributers indicating placement of the advertisements in content selections of the content distributers;

collect information pertaining to the placement of the advertisements in the content selections of the content distributers from the SCTE 130-3 placement responses; and

communicate the information to the ADSs.