ATIS 0800030-2010 Technical Report on IPTV Advertising.pdf

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1、 ATIS-0800030 TECHNICAL REPORT ON IPTV ADVERTISING ATIS is the leading technical planning and standards development organization committed to the rapid development of global, market-driven standards for the information, entertainment and communications industry. More than 250 companies actively form

2、ulate standards in ATIS 18 Committees, covering issues including: IPTV, Service Oriented Networks, Energy Efficiency, IP-Based and Wireless Technologies, Quality of Service, and Billing and Operational Support. In addition, numerous Incubators, Focus and Exploratory Groups address emerging industry

3、priorities including “Green”, IP Downloadable Security, Next Generation Carrier Interconnect, IPv6 and Convergence. ATIS is the North American Organizational Partner for the 3rd Generation Partnership Project (3GPP), a member and major U.S. contributor to the International Telecommunication Union (I

4、TU) Radio and Telecommunications Sectors, and a member of the Inter-American Telecommunication Commission (CITEL). For more information, please visit . Notice of Disclaimer the time is usually sold to local advertisers or used for channel self promotion. Per SCTE 35. 3.1.4 Placement Opportunity: A p

5、otentially constrained location relative to digital content where ad insertion or content alterations may occur. The alterations may include insertions, replacements, or deletions of content in whole or in part. These locations, which contain the opportunity for content insertion, have traditionally

6、 been referred to as avails 15 for linear video content; however, placement opportunity refers to address and time locations where content may be placed, regardless of platform. Per SCTE 130. 3.2 Acronyms and 2) insertion content transport stream - from which results one output. A splicer identifies

7、 the splice points in the elementary streams of the primary service multiplex. The primary service is referred to as a channel, but the terms service and channel are synonymous. ATIS-0800030 15 Ad-SplicerAd Content ServerAd-AvailSCTE 35 Cue MessagesIn PointOut PointAd-ContentStart EndPrimary Service

8、 Primary ServiceInserted Ad-ContentPrimary Service Primary ServiceFigure 5: Ad-Insertion System It is possible to have more than one ad-server and splicer. In fact, a splicer may utilize several servers for insertion content within a single primary channel. Arbitration priorities are specified for t

9、he case of Splice_request collisions from multiple ad servers contending for insertion at the same time. In the case of multiple ad-service providers, a collision-avoidance mechanism would utilize an override playing flag that is carried in a splice request to ensure insertion of the correct content

10、. Override priorities are set as access levels 0-9, with the higher value preempting a lower-priority insertion. An override priority flag signals permission to override with a higher priority. A value of 0 indicates no override is allowed, a value of 1 indicates that override is allowed. If a highe

11、r priority request is sent at the same time as a lower priority with the override set to 0, the higher priority splice request content is inserted and a collision error result is sent in response to the lower-priority request. 5.4.2 API Communications Messaging Overview The API from the server to th

12、e splicer is bidirectional, allowing cue requests to be sent from a splicer to a server and a Splice_request to be sent from the server to the splicer. A separate API connection is associated with each ad-content output channel. Concerns for the ATIS IIF may include delivery of the SCTE 30 messaging

13、 over a network provider to the consumer domain interface. In addition to the signaled switch points carried with the primary channel, metadata schemas may be utilized to deliver timing of ad avail and SCTE 30/35 type messages to a ITF-based switching engine. Some of this information about the inser

14、tion channel is sent over the API connection and some is contained within the MPEG multiplex. Information about the insertion channel must be sent with the Splice_request message to the splicer in order for it to be spliced into primary channel. This information may be a subject of metadata schema d

15、evelopment within ATIS IIF specifications. ATIS-0800030 16 Information includes: ChannelName output channel identification. Unique name for output channel. Insertion multiplex location. Communication between the server and splicer utilizes a TCP/IP socket with one API connection per output channel.

16、SCTE 30 specifies an allowance for API connections of at least three times the number of insertion channels. The API connection is open until it is terminated by either a splicer or a server. Embedded cueing messages based on SCTE 35 are carried in the primary channel, resulting in the Cue_request a

17、nd subsequent Splice_request. There is a three-second “pre-roll” timing allowance specified for the splice request. The API message syntax includes a message ID, message size, and result code preceding data. The message ID represents a message type such as: Splice_request. Splice_response. Cue_reque

18、st. Cue_response. SpliceType (Splice_in or Splice_out). The message sequence of API communication initialization is as follows: 1. The splicer listens on port 5168. 2. The server opens an API connection to the splicer. 3. The server sends an Init_request to the splicer. 4. The server listens for res

19、ponse from the splicer on the API connection. 5. The splicer and server communicate over the API connection. ATIS-0800030 17 Figure 6: DPI SCTE 30 Messaging The following is the sequence of the initialization message: 1. The Init_request is sent. 2. The splicer sends the Init_response. 3. The server

20、 verifies that the version sent by the splicer is supported. 4. The API connects to a primary channel. 5. The Data() field contains the Init_response_data. When an SCTE 35 cueing message is received by a splicer as part of a primary channel to signal an ad-insertion opportunity, referred to as an av

21、ail, an SCTE 30 Cue_request/Splice_request sequence is initiated. The following are the high level stages of SCTE 30 insertion event messages shown in Figure 6: 1. The SCTE cue message is received. 2. The splicer decrtypts the message if it is encrypted. 3. The Cue_request is used to pass the cue me

22、ssage to the server from the splicer. 4. The server acknowledges the cue message with a Cue_response. 5. The splicer sends a SpliceComplet_response with the SpliceType flag and Result Code. 5.4.3 Splice Event Verification Verifying that a splice has actually occurred is essential for reporting discr

23、epancies in playout schedules to the advertiser. A splicer sends a result code to inform the server of success or failure and a reason, such as collisions, late request, or channel override. For example, the splicer sends a ATIS-0800030 18 SpliceComplete_response with SpliceType flag set to Splice_i

24、n. A result code of 100 indicates a successful response. After the insertion duration is completed, generally the splicer returns to the previous source, which may be a previously-inserted channel. The splicer may also be configured to return to the primary channel by default in the case when the pr

25、evious channel is not available, or as a standard behavior. Abnormal terminations would result in an Abort_request message, used to cancel insertion if there is a failover such as no insertion channel found. 5.4.4 Time Synchronization Due to the unpredictable delay on TCP/IP messages, a Network Time

26、 Protocol (NTP) server is used to keep the ad-server and splicer synchronized. An NTP server-client relationship may be used for passing a time standard between the server and splicer. The splicer would perform the mapping of the presentation time stamp to Coordinated Universal Time (UTC) for splice

27、r-server insertion point synchronization. 5.5 DVS 714, Constraints on AVC Video Coding for Digital Program Insertion When Advanced Video Coding (AVC) is used for the main program stream and advertisements, and when SCTE 35 is used for DPI queuing, DVS 714 defines additional video coding and transpor

28、t constraints beyond SCTE 128 for DPI. Some of the video coding constraints pertaining to networks include constraints at network out-points and in-points that signal DPI beginning and end points and Presentation Time Stamp (PTS). This work also specifies constraints on the splice point Instantaneou

29、s Decoding Refresh (IDR) access unit. IDR is a picture type defined in ISO/IEC 14496-10 17. In addition, it also specifies some coding constraints on insertion material and on transport (e.g., one PES packet shall contain only one AVC primary-coded picture). 5.6 Recommendation ITU-T J.286, Seamless

30、Splicing for Heterogeneous MPEG-2/H.264 Bitstreams This recommendation defines a messaging format and constraints on bitstreams to achieve seamless splicing of heterogeneous bitstreams that conform to Recommendation ITU-T H.262 | International Standard ISO/IEC 13818-2 (also known as “MPEG-2 video”)

31、or Recommendation ITU-T H.264 | International Standard ISO/IEC 14496-10.in MPEG2 transport streams. The messaging format is defined as an extension of Recommendation ITU-T J.181, which provides the splicing device with relevant information on the bitstreams to be spliced. In addition, constraints on

32、 the bitstreams are also defined based on Recommendation ITU-T J.189 to facilitate seamless playback between MPEG-2 video and ITU-T H.264 by the decoder that satisfies requirements for seamless splicing of heterogeneous bitstreams. 5.7 ITU-T J.215, Client Digital Insertion API ITU-T J.215, Client Di

33、gital Insertion API, describes insertion of advertisements into a broadcast digital program stream at the customer premises applicable in the cable context. It is also called “client-based” or “device-based” DPI. This technique allows for addressable advertisements and is similar to SCTE 138 (sectio

34、n 5.1). The DPI functionality is composed of two key functions: 1) a targeting engine; and 2) a switching engine. Multiple advertisement streams are streamed simultaneously to the client. The targeting engine has the logic that selects a stream to be presented. It informs the switching engine to ATI

35、S-0800030 19 switch to the selected stream for presentation. There are two levels of switch: 1) Level 0 (L0), which could be noticed by the viewer as a channel change; and 2) Level 1 (L1), which is seamless and not noticeable by the viewer. This document refers to SCTE 138 for L0 and L1 switch strea

36、m conditioning. This document also contains detailed specifications of the switch engines behavior and API. 5.8 SCTE 104:2004, Automation System to Compression System Communications Applications Program Interface (API) This standard defines the communications API between an automation system and the

37、 associated compression system that will insert SCTE 35 2004 private sections into the outgoing transport stream. This document serves as a companion to both SCTE 35 2004 and SCTE 30 2001. 5.9 SCTE 118, Program-Specific Ad Insertion This document defines the functionality associated with program-spe

38、cific ad insertion. Program-specific ad insertion is the scheduling and insertion of a spot into a digital broadcast program based on the program identifier passed in the SCTE 35 cue message. The usage of specific data fields defined in SCTE 35 is defined in this document. This document is in 3 part

39、s: SCTE 118-1 2006 Data Field Definitions, Functional Overview and Application Guidelines. SCTE 118-2 2007 Content Provider to Traffic Communication Applications Data Model. SCTE 118-3 2006 Traffic System to Ad Insertion System File Format Specification. 5.10 SMPTE 2021:2008, Broadcast Exchange Form

40、at Broadcast Exchange Format (BXF) is a protocol for the exchange of data among broadcast systems such as traffic, program management, automation, and content distribution. It is intended to facilitate the movement of content and its associated metadata for better management, coordination, and repor

41、ting between these broadcast systems. The BXF protocol serves as a replacement for the many proprietary interfaces in place today between vendors in these areas. BXF is intended to complement, not replace, the following: Advanced Authoring Format. Material eXchange Format. Media Dispatch Protocol (M

42、DP). BXF incorporates aspects of several pre-existing standards into its schema, such as: Programming Metadata Communication Protocol (ATSC A/76B). International Standard Audiovisual Number (ISO 15706-2). Ad-ID (AAAA/ANA). BXF defines the format and content of XML messages for the interchange of dat

43、a and metadata among professional systems, as follows: 1. Broadcast schedules, including playout and record schedules. 2. As-run information. 3. Content metadata, such as Content ID, Title, Duration, etc. 4. Content management requests such as dub and purge requests. ATIS-0800030 20 5. Requests for

44、transfer of content, some of which will result in the transfer of content essence between professional systems. 6. Ports as used by TCP/IP for the exchange of messages. The following figure illustrates the scope of BXF within a broadcast facility. Those areas outside of the BXF box are considered ou

45、tside the intended scope of the BXF protocol and this document. Figure 7: Scope of BXF For further details see . 6 EXISTING STANDARDS FOR OVERLAY ADVERTISEMENT This form of advertising contains an overlay of text, graphics, and/or video to customize an ad with sponsorship, local, or targeted informa

46、tion. The video could have a different format (e.g., semi-ATIS-0800030 21 transparent animation on a portion of the screen) than the program stream. This is different from linear splicing in that the ad may, but need not, conform to the following: Have the same format as the program stream. Splice i

47、nto a precise time slot defined by the national or local avails. Occupy the whole window/screen as program stream. Disappear when the user changes channels. Overlay advertisements may be inserted anytime during the program stream as chosen by the parties involved. If the overlay is not encoded as pa

48、rt of the program stream video, then the ITF will have to support enablers to render it. 7 EXISTING STANDARDS FOR INTERACTIVE ADVERTISEMENTS AND APPLICATIONS Linear splice advertisements or overlay advertisements may provide an opportunity for the user to interact with an advertisement or an applica

49、tion. The interaction typically starts on a partial screen (e.g., a banner) and may remain occupying the partial screen until the interaction ends. It is also possible that during the interaction the user may choose to be redirected to a different service, abandoning the program stream. To enable interactive advertisements and applications, the ITF will need to have additional functionality. Interactivity for advertising purposes should be aligned with interactivity for other IPTV applications. 7.1 The MHP and GEM Family of Stan