Content management in over-the-top services
Aspects of the subject disclosure may include, for example, determining an ad play list for an Over-The-Top video stream requested by an end user device based on a price and/or a category of a creative derived from auctions with multiple Supply-Side Platform servers. The ad play list can be determined for the ad pod according to business rules, which can include a yield policy based on increasing revenue for a publisher of the video stream, and/or which can include a competitive separation policy enforced based on the category for bid responses. Other embodiments are disclosed.
1. A method, comprising:
receiving, by an ad server over a network from an ad insertion server, key value information associated with candidate bid responses for an ad pod of an Over-The-Top (OTT) stream, wherein the key value information is representative of a category of a creative, and wherein the candidate bid responses are determined from among bid responses received within a time deadline from a plurality of platform servers responsive to the ad insertion server providing ad pod information;
determining, by the ad server, an ad play list for the ad pod of the OTT stream according to rules, wherein the rules are enforced based on the category for each of the candidate bid responses; and
transmitting, by the ad server over the network to the ad insertion server, ad play list information representative of the ad play list for the ad pod of the OTT stream, wherein the transmitting the ad play list information enables the ad insertion server to combine content of the OTT stream and creatives associated with the ad play list into the ad pod, resulting in combined content for rendering by an end user device.
2. The method of claim 1 , wherein the OTT stream comprises a video stream or an audio stream.
3. The method of claim 1 , wherein the key value information is further representative of a price.
4. The method of claim 3 , wherein the rules are further enforced based on the price for each of the candidate bid responses.
5. The method of claim 1 , wherein the candidate bid responses are determined by a prebid server distinct from the ad server.
6. The method of claim 1 , wherein the key value information is received via an ad call.
7. The method of claim 1 , wherein the transmitting the ad play list information comprises transmitting the ad play list information in an Extensible Markup Language (XML) response.
8. A non-transitory machine-readable medium, comprising executable instructions that, when executed by a processing system including a processor, facilitate performance of operations, the operations comprising:
obtaining, over a network from an ad insertion server, key value information associated with candidate bid responses for an ad pod of an Over-The-Top (OTT) stream, wherein the key value information is representative of a price, and wherein the candidate bid responses are determined from among bid responses received from a plurality of platform servers responsive to the ad insertion server providing ad pod information;
deriving an ad play list for the ad pod of the OTT stream according to rules, wherein the rules are enforced based on the price for each of the candidate bid responses; and
providing, over the network to the ad insertion server, ad play list information representative of the ad play list for the ad pod of the OTT stream, wherein the providing the ad play list information permits the ad insertion server to stitch content of the OTT stream and creatives associated with the ad play list into the ad pod, resulting in stitched content for rendering by an end user device.
9. The non-transitory machine-readable medium of claim 8 , wherein the OTT stream comprises a video stream.
10. The non-transitory machine-readable medium of claim 8 , wherein the OTT stream comprises an audio stream.
11. The non-transitory machine-readable medium of claim 8 , wherein each of the candidate bid responses is based on a bidder requirement.
12. The non-transitory machine-readable medium of claim 8 , wherein the candidate bid responses are determined by a prebid server distinct from the processing system.
13. The non-transitory machine-readable medium of claim 8 , wherein the key value information is received via an ad call.
14. The non-transitory machine-readable medium of claim 8 , wherein the providing the ad play list information comprises providing the ad play list information in an Extensible Markup Language (XML) response.
15. A device, comprising:
a processing system including a processor; and
a memory that stores executable instructions that, when executed by the processing system, facilitate performance of operations, the operations comprising:
receiving, over a network from an ad insertion server, information associated with candidate bid responses for an ad pod of an Over-The-Top (OTT) video stream, wherein the information is representative of a price or a category of a creative, and wherein the candidate bid responses are determined from among bid responses received within a time deadline from a plurality of platform servers responsive to the ad insertion server providing ad pod information;
generating an ad play list for the ad pod of the OTT video stream according to rules, wherein the rules are enforced based on the price or the category for each of the candidate bid responses; and
sending, over the network to the ad insertion server, ad play list information representative of the ad play list for the ad pod of the OTT video stream, wherein the sending the ad play list information causes the ad insertion server to combine content of the OTT video stream and creatives associated with the ad play list into the ad pod, resulting in combined content for rendering by a video player.
16. The device of claim 15 , wherein each of the candidate bid responses is based on a bidder requirement.
17. The device of claim 16 , wherein the bidder requirement is representative of a position in the ad pod.
18. The device of claim 15 , wherein the candidate bid responses are determined by a prebid server distinct from the processing system.
19. The device of claim 15 , wherein the information is received via an ad call.
20. The device of claim 15 , wherein the sending the ad play list information comprises sending the ad play list information in an Extensible Markup Language (XML) response.