Programmatic ingestion and stb delivery in ad auction environments

Abstract

The disclosed technology teaches streamlining use of Society of Cable Telecommunications Engineers (SCTE) 130 framework for delivery of addressable advertising, via a campaign management delegate system that carries out a method that includes receiving an ad management service placement request from a broadcast cable provider for ad insertion into a program and conducting real time bidding for ad insertion during the program. The disclosed method also includes accepting new content provided by a successful bidder, after receiving the placement request and automatically formatting the new content, and uploading the new content to the broadcast cable provider in time for playback with content that prompted the placement request. The method includes responding to the placement request with a placement response that includes a VMAP as reference to the new content. New content can also be uploaded to a CIS managed by the cable provider or provided on behalf of the provider.

What is claimed is: 
     
         1 . A tangible non-transitory computer readable storage media loaded with program instructions that, when executed on one or more processors, are configurable as a campaign management delegate system that carries out a method, including:
 receiving an ad management service (abbreviated AMS) placement request from a broadcast cable provider for ad insertion into a program;   conducting real time bidding during the program for ad insertion;   accepting new content provided by a successful bidder, after receiving the real time bidding, automatically formatting the new content, and uploading the new content to the broadcast cable provider in time for playback with entertainment content that prompted the placement request; and   responding to the placement request with a placement response that includes reference to the new content.