Structuring dynamic advertisement breaks in video manifest files

1. A computer-implemented method, comprising:

identifying an advertisement break within a broadcast multimedia stream received at a headend encoder;

accessing metadata at a manifest customizing server included within the broadcast multimedia stream, the metadata being associated with the advertisement break;

generating one or more segment line structures at the manifest customizing server based on the metadata associated with the advertisement break, wherein the one or more segment line structures comprise information identifying a location of specific advertisement content, the specific advertisement content correlating with one or more specific subscriber devices; and

inserting the one or more segment line structures generated by the manifest customizing server into an original manifest file to create a customized manifest file at the headend encoder device, the original manifest file being a generic manifest generated independently of the one or more segment line structures, the generic manifest being broadcast to multiple remotely located encoders and including reference to one or more generic advertisements included in the advertisement break, wherein one or more of the generic advertisement references are replaced by the information identifying a location of specific advertisement content.

2. The computer-implemented method of claim 1 , wherein the multimedia stream is a video stream using segmented hypertext transfer protocol transport.

3. The computer-implemented method of claim 1 , further comprising:

targeting advertisements to individual subscriber devices using the manifest customizing server.

4. The computer-implemented method of claim 3 , wherein targeting comprises customizing advertisement entries in a manifest file for each of the subscriber devices using the manifest customizing server.

5. The computer-implemented method of claim 3 , wherein targeting comprises interpreting the customized manifest file generated by the manifest customizing server separately for each of the subscriber devices through an advertisement server.

6. The computer-implemented method of claim 1 , wherein the one or more segment line structures comprise a location of an advertisement server for one or more advertisement segments to include in the customized manifest file including the one or more segment line files generated by the manifest customizing server.

7. The computer-implemented method of claim 1 , wherein the original manifest file comprises identification of one or more default advertisements via default segment line structures.

8. A manifest customizing system, comprising:

a data store operable to store computer program instructions and provide temporary storage for the system;

a processor operable to execute said computer program instructions, the computer program instructions being operable to cause the processor to identify an advertisement break within an original manifest associated with a multimedia stream, and independently from the generation of the original manifest the processor is operable to generate one or more segment line structures identifying advertisements for inclusion in the multimedia stream based on the information associated with the advertisement break, the advertisements being identified by an advertisement decision system and being supplied by a remotely located advertisement server separate from content associated with the multimedia stream, wherein the one or more segment line structures comprise information identifying a location of specific advertisement content, the specific advertisement content correlating with one or more specific subscriber devices; and

an interface operable to be used to:

access information associated with the advertisement break; and

instruct an encoder to insert the one or more segment line structures into a modified manifest file, the modified manifest file comprising a generic manifest file including references to one or more generic advertisements, wherein one or more of the generic advertisement references are replaced by the information identifying a location of specific advertisement content.

9. The system of claim 8 , wherein the multimedia stream comprises a video stream using segmented hypertext transfer protocol transport.

10. The system of claim 8 , wherein said segment line structures are further operable to be used to:

target advertisements to individual subscriber devices.

11. The system of claim 10 , wherein targeting comprises customizing advertisement entries in a manifest file for each of the subscriber devices as identified by the advertisement decision system.

12. The system of claim 10 , wherein targeting comprises interpreting the modified manifest file separately for each of the subscriber devices through an advertisement server.

13. The system of claim 8 , wherein the one or more segment line structures comprise a location of an advertisement server for one or more advertisement segments to include in the multimedia stream.

14. The system of claim 8 , wherein an original manifest file comprises identification of one or more default advertisements via default segment line structures.

15. One or more non-transitory computer readable media operable to execute on a processor, the computer readable being operable to cause the processor to perform the operations comprising:

identifying an advertisement break within a multimedia stream based on a generic manifest file included with the multimedia stream, wherein the generic manifest file comprises references to one or more generic advertisements;

accessing metadata included within the multimedia stream, the metadata being associated with the advertisement break and identified by the generic manifest file;

generating one or more segment line structures at a manifest customizing system based on the metadata associated with the advertisement break, the one or more segment line structures being generated independently of the original manifest file, the one or more segment line structures being operable to link targeted advertisements identified by an ad decision system and being independently provided to a customer premise equipment device from a remote advertisement server; and

inserting the one or more segment line structures into the generic manifest file at a headend encoder to create a customized manifest file, wherein one or more of the generic advertisement references are replaced by identified targeted advertisements.

16. The one or more computer-readable media of claim 15 , wherein the multimedia stream comprises a video stream using segmented hypertext transfer protocol transport.

17. The one or more computer-readable media of claim 15 , further operable to cause the processor to perform operations comprising:

requesting from the ad decision system advertisements targeted to individual subscriber devices.

18. The computer-implemented method of claim 17 , wherein the advertisements targeted to individual subscriber devices comprise customized advertisement entries inserted into the customized manifest file for each of the subscriber devices.

19. The one or more computer-readable media of claim 17 , wherein targeting comprises interpreting the customized manifest file separately for each of the subscriber devices through an advertisement server.

20. The one or more computer-readable media of claim 15 , wherein the one or more segment line structures comprise a location of the remote advertisement server for one or more advertisement segments to include in the customized manifest file.

21. The one or more computer-readable media of claim 15 , wherein the generic manifest file identifies one or more default advertisements and the customized manifest file identifies one or more targeted advertisements.