Content-modification system with system resource request feature

1. A method comprising:

identifying, by a server computing system, an upcoming content-replacement opportunity within a linear sequence of content segments transmitted on a channel, wherein the upcoming content-replacement opportunity comprises an opportunity to output a replacement content segment in place of a modifiable content segment that is part of the linear sequence of content segments;

responsive to identifying the upcoming content-replacement opportunity on the channel, identifying, by the server computing system, a group of multiple content-presentation devices tuned to the channel, wherein a content-presentation device is identified to be in the identified group based on a match detected between reference fingerprint data representing content being transmitted on the channel by a content distribution system to the content-presentation device and query fingerprint data received from the content-presentation device, wherein the reference fingerprint data is generated by the content distribution system for the content on an identified channel that is transmitted to the content-presentation device, the reference fingerprint data is transmitted with a first metadata from the content distribution system to the server computing system, and the query fingerprint data is generated by the content-presentation device on an unidentified channel after receiving the content from the content distribution system, and the query fingerprint data is transmitted with a second metadata different from the first metadata from the content-presentation device to the server computing system;

using, by the server computing system, at least in part, an amount of content-presentation devices in the identified group as a basis to determine an amount of system resources to request for use in performing actions that facilitate at least a portion of the content-presentation devices in the identified group performing respective content-replacement operations; and

requesting, by the server computing system, the determined amount of system resources for use in performing the actions that facilitate at least a portion of the content-presentation devices in the identified group performing respective content-replacement operations.

2. The method of claim 1 , wherein requesting the determined amount of system resources comprises requesting launching one or more instances of servers running a particular software application having logic for selecting replacement content to deliver to at least the portion of the content-presentation devices for at least the portion of the content-presentation devices to use in performing the respective content-replacement operations.

3. The method of claim 2 , wherein using, at least in part, the amount of content-presentation devices in the identified group as a basis to determine the amount of system resources to request comprises determining that one instance of a server running the particular software application should be requested for every n content-presentation devices of the identified group, wherein n is an integer greater than zero.

4. The method of claim 2 , wherein the particular software application further has logic for causing, for each content-presentation device of at least the portion of the content-presentation devices in the identified group, selected supplemental content to be transmitted to that content-presentation device.

5. The method of claim 2 , wherein requesting the determined amount of system resources further comprises requesting additional processing cycles for the servers running the particular software application.

6. The method of claim 1 , wherein the determined amount of system resources comprises more than one system resource.

7. The method of claim 1 , wherein using, at least in part, the amount of content-presentation devices in the identified group as a basis to determine the amount of system resources to request further comprises using, at least in part, the amount of content-presentation devices in the identified group and historical content consumption data associated with the content-presentation devices in the identified group as a basis to determine the amount of system resources to request.

8. The method of claim 7 , wherein the historical content consumption data relates to tendencies of the content-presentation devices in the identified group to change channels.

9. The method of claim 7 , wherein using, at least in part, the amount of content-presentation devices in the identified group and historical content consumption data associated with the content-presentation devices in the identified group as a basis to determine the amount of system resources to request comprises:

determining that a portion of content-presentation devices of the identified group are over a threshold percentage likely to change channels before the upcoming content-replacement opportunity; and

in response to determining that the portion of content-presentation devices of the identified group are over the threshold percentage likely to change channels before the upcoming content-replacement opportunity, determining the amount of system resources to request based on an amount of content-presentation devices in a remaining portion of the identified group.

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:

identifying an upcoming content-replacement opportunity within a linear sequence of content segments transmitted on a channel, wherein the upcoming content-replacement opportunity comprises an opportunity to output a replacement content segment in place of a modifiable content segment that is part of the linear sequence of content segments;

responsive to identifying the upcoming content-replacement opportunity on the channel, identifying a group of multiple content-presentation devices tuned to the channel, wherein a content-presentation device is identified to be in the identified group based on a match detected between reference fingerprint data representing content being transmitted on the channel by a content distribution system to the content-presentation device and query fingerprint data received from the content-presentation device, wherein the reference fingerprint data is generated by the content distribution system for the content on an identified channel that is transmitted to the content-presentation device, the reference fingerprint data is transmitted with a first metadata from the content distribution system to the server computing system and the query fingerprint data is generated by the content-presentation device on an unidentified channel after receiving the content from the content distribution system, and the query fingerprint data is transmitted with a second metadata different from the first metadata from the content-presentation device to the server computing system;

using, at least in part, an amount of content-presentation devices in the identified group as a basis to determine an amount of system resources to request for use in performing actions that facilitate at least a portion of the content-presentation devices in the identified group performing respective content-replacement operations; and

requesting the determined amount of system resources for use in performing the actions that facilitate at least a portion of the content-presentation devices in the identified group performing respective content-replacement operations.

11. The non-transitory computer-readable storage medium of claim 10 , wherein requesting the determined amount of system resources comprises requesting launching one or more instances of servers running a particular software application having logic for selecting replacement content to deliver to at least the portion of the content-presentation devices for at least the portion of the content-presentation devices to use in performing the respective content-replacement operations.

12. The non-transitory computer-readable storage medium of claim 11 , wherein using, at least in part, the amount of content-presentation devices in the identified group as a basis to determine the amount of system resources to request comprises determining that one instance of a server running the particular software application should be requested for every n content-presentation devices of the identified group, wherein n is an integer greater than zero.

13. The non-transitory computer-readable storage medium of claim 11 , wherein the particular software application further has logic for causing, for each content-presentation device of at least the portion of the content-presentation devices in the identified group, selected supplemental content to be transmitted to that content-presentation device.

14. The non-transitory computer-readable storage medium of claim 11 , wherein requesting the determined amount of system resources further comprises requesting additional processing cycles for the servers running the particular software application.

15. The non-transitory computer-readable storage medium of claim 10 , wherein the determined amount of system resources comprises more than one system resource.

16. The non-transitory computer-readable storage medium of claim 10 , wherein using, at least in part, the amount of content-presentation devices in the identified group as a basis to determine the amount of system resources to request further comprises using, at least in part, the amount of content-presentation devices in the identified group and historical content consumption data associated with the content-presentation devices in the identified group as a basis to determine the amount of system resources to request.

17. The non-transitory computer-readable storage medium of claim 16 , wherein the historical content consumption data relates to tendencies of the content-presentation devices in the identified group to change channels.

18. The non-transitory computer-readable storage medium of claim 16 , wherein using, at least in part, the amount of content-presentation devices in the identified group and historical content consumption data associated with the content-presentation devices in the identified group as a basis to determine the amount of system resources to request comprises:

determining that a portion of content-presentation devices of the identified group are over a threshold percentage likely to change channels before the upcoming content-replacement opportunity; and

in response to determining that the portion of content-presentation devices of the identified group are over the threshold percentage likely to change channels before the upcoming content-replacement opportunity, determining the amount of system resources to request based on an amount of content-presentation devices in a remaining portion of the identified group.

19. A server 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:

identifying an upcoming content-replacement opportunity within a linear sequence of content segments transmitted on a channel, wherein the upcoming content-replacement opportunity comprises an opportunity to output a replacement content segment in place of a modifiable content segment that is part of the linear sequence of content segments;

responsive to identifying the upcoming content-replacement opportunity on the channel, identifying a group of multiple content-presentation devices tuned to the channel, wherein a content-presentation device is identified to be in the identified group based on a match detected between reference fingerprint data representing content being transmitted on the channel by a content distribution system to the content-presentation device and query fingerprint data received from the content-presentation device, wherein the reference fingerprint data is generated by the content distribution system for the content on an identified channel that is transmitted to the content-presentation device, the reference fingerprint data is transmitted with a first metadata from the content distribution system to the server computing system, and the query fingerprint data is generated by the content-presentation device on an unidentified channel after receiving the content from the content distribution system, and the query fingerprint data is transmitted with a second metadata different from the first metadata from the content-presentation device to the server computing system;

using, at least in part, an amount of content-presentation devices in the identified group as a basis to determine an amount of system resources to request for use in performing actions that facilitate at least a portion of the content-presentation devices in the identified group performing respective content-replacement operations; and

requesting the determined amount of system resources for use in performing the actions that facilitate at least a portion of the content-presentation devices in the identified group performing respective content-replacement operations.

20. The server computing system of claim 19 ; wherein requesting the determined amount of system resources comprises requesting launching one or more instances of servers running a particular software application having logic for selecting replacement content to deliver to at least the portion of the content-presentation devices for at least the portion of the content-presentation devices to use in performing the respective content-replacement operations.