개인 맞춤형 광고 기술 etsi 102 822 3-4
DESCRIPTION
개인 맞춤형 광고 기술 ETSI 102 822 3-4. 윤 경 로 ( [email protected] ) 건국대학교 컴퓨터공학부 2007. 4. 11. Contents. Overview Important Concepts CRID Identification of Pods Core Schema Types Targeting Table Rules Recording Cache Interstitial Table (Interstitial Break) 향후 전망과 이슈. Overview. Main Program. - PowerPoint PPT PresentationTRANSCRIPT
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Contents
OverviewImportant ConceptsCRIDIdentification of PodsCore Schema TypesTargeting TableRulesRecording CacheInterstitial Table (Interstitial Break)향후 전망과 이슈
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Overview
Main Program
Pod / Interstitial Break
Avail / Spot
Telescoping
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Important Concepts
Interstitial: Additional Content that may be inserted within, at the start, or at the end of the primary content item. Avail / Spot: Individual content item within an interstitial break or “pod”Pod / Interstitial Break: Set of Avails or Spots that form a commercial break
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Use of CRID
Individual Interstitial Item is assumed to be identified by CRID.Individual Interstitial Item is a content item.
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Identification of Pods
It is assumed that each pod has a unique identifier taking the form of URI.No mechanism for identifying a pod in the broadcast stream.DVB, ATSC, or ARIB should define.
In downloaded stream, SegmentGroupInformation may be used.
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Core Schema Types (Base Types)
ConditionTypeDefine conditions that must be met, before
a statement is “true”.Can have “require” list and/or “except” list.All referenced predicates (by list of rule_id)
in “require” attribute must evaluate to true for the condition to be equal to “true”.
All referenced predicates (by list of rule_id) in “except” attribute must evaluate to false for the condition to be equal to “true”.
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Core Schema Types (Base Types)
ContentRefTypeRepresents a content selection, where its
associated Conditions must be met before the Content is selected.
Multiple Condition elements are combined as disjunction (OR).
ContentRef element have reference to a CRID.
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Targeting Table
Root of an interstitial instance documentTop-Level Element of TV-Anytime Instance DocumentContains Rules, Recording Cache, and Interstitial Table.
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Targeting Table
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Rules
Provide Wrapper for the set of rules expressed within the instance document.Can be referenced in the interstitial instance document. (usually in ConditionType)
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Rules
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Rules
PredicateBagTypeDefined to express logical relationships
between its children elements. Optional negate attribute. Required type attribute of value AND or OR.
Can have PredicateBag elements, Predicate elements, and/or RuleRef elements. RuleRef element has single attribute of
TVAIDRefType to previously declared rule.
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Rules
PredicateRepresents a boolean test.Type of evaluation depends on the
RuleMethod element.Has attribute of “negate”Has attribute of “test”
Test can have one of “equals”, “not_equals”, “contains”, “greater_than”, “greater_than_or_equal”, “less_than”, “less_than_or_equal”, or “exists”.
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Rules
RuleMethod To return a data value to be used within the
Predicate. A required attribute of methodName that defines
the method being evaluated. Identified by the TargetingControlledTerm.
Optional MethodParament element of any simple type to declare the input parameter into the Method to be evaluated. Should be declared in the Classification Scheme.
Optional RuleMethod element, whose return value forms the input to this method.
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Rules
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Rules
<TargetingTable ..... ><RulesTable>
<rule rule_id="CarpetWorldPromotion"><Predicate test="less_than">
<RuleMethod methodName="urn:foo:Interstitials:SystemDateTime"/>
<ConstantValue value="2004-09-01T00:00:00Z"/></Predicate>
</rule><rule rule_id="CarpetWorldPromotionEndofSale">
<Predicate test="less_than"><RuleMethod
methodName="urn:foo:Interstitials:SystemDateTime"/><ConstantValue value="2004-10-01T00:00:00Z" />
</Predicate><Predicate test="greater_than">
<RuleMethod methodName="urn:foo:Interstitials:SystemDateTime"/>
<ConstantValue value="2004-09-29T00:00:00Z" /></Predicate>
</rule><rule rule_id="ParentalControl">
<Predicate test="less_than"><RuleMethod
methodName="urn:foo:Interstitials:ParentalControl" /><ConstantValue value="16" />
</Predicate></rule>
</RulesTable></TargetingTable>
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Targeting Controlled Term
Targeting Controlled Terms are used in Rules to automatically select a spot within a pod.Based on MPEG-7 Classification Scheme
Type (Term Definition Type) to define Classification Scheme to declare terms for interstitial metadata
Optional InputParameterType element to signal the data type of the input parameter.
ReturnType element to signal the returned data type.
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Targeting Controlled Term
<?xml version="1.0" encoding="UTF-8"?><tva:TVAMain xmlns="urn:tva:metadata:extended:2005"
xmlns:int="urn:tva:metadata:interstitial:2005" xmlns:mpeg7="urn:tva:mpeg7: 2005" xmlns:tva="urn:tva:metadata:2005" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="urn:tva:metadata:extended:2005 tva2_metadata_3-3_v111.xsd" xsi:type="ExtendedTVAMainType"><tva:ClassificationSchemeTable>
<tva:ClassificationScheme uri="urn:Foo.com:Interstitial:ExampleTerms"><mpeg7:Term termID="SysTime" xsi:type="int:TargetingControlledTermsType">
<mpeg7:Name>SystemTime</mpeg7:Name><mpeg7:Definition>This signals to the terminal that it should retrieve the current System time</mpeg7:Definition><int:ReturnType namespace="http://www.w3.org/2001/XMLSchema" simpleType="time"/>
</mpeg7:Term><mpeg7:Term termID="NumPlays" xsi:type="int:TargetingControlledTermsType">
<mpeg7:Name>Number of Plays</mpeg7:Name><mpeg7:Definition>This signals to the terminal that it should retrieve the Number of Times that a particular item of content has been played</mpeg7:Definition><int:InputParameterType namespace="urn:tva:metadata:2005-03" simpleType="CRIDType"/><int:ReturnType namespace="http://www.w3.org/2001/XMLSchema" simpleType="integer"/>
</mpeg7:Term></tva:ClassificationScheme>
</tva:ClassificationSchemeTable></tva:TVAMain>
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Targeting Controlled Term
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Recording Cache
Provide wrapper for the recording cache elements.Can have multiple occurrences of Request, Replace, and Expire elements.Request element contains list of content items that the receiver should acquire.Replace element contains list of content items that the receiver should reacquire.Expire element contains list of content items that the receiver should remove from its content cache.Item element (content item) is a ContentRefType type. (it can have multiple Condition and ContentRef elements.)
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Recording Cache
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Interstitial Table
Provides a wrapper / root for all interstitial breaks defining how and what content shall be substituted.Interstitial Break is an element for the declaration of a possible interstitial substitution.
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Interstitial Break
Represent a single Interstitial Break.Has zero/one InterstitialBreakSelectionRule of RuleType, to determine if this Pod/Spot substitution is valid for this interstitial break.Has unbounded PodSubstitution elements to express complete “pod” substitution.Has unbounded SpotSubstitution elements to express substitution of individual spot.
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Interstitial Break
Attribute: PodID
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Interstitial Break: Spot<InterstitialBreak>
<InterstitialBreakSelectionRule><Predicate test="equals">
<ConstantValue value="1234" /><RuleMethod methodName="urn:foo:Interstitials:targetPodID" />
</Predicate></InterstitialBreakSelectionRule>
<SpotSubstitution><SpotSelectionRule>
<PredicateBag><Predicate test="equals">
<ConstantValue value="crid://foo.com/Hovis"/><RuleMethod
methodName="urn:foo:Interstitials:SpotID"/></Predicate>
</PredicateBag></SpotSelectionRule><ReplacementSpot>
<Condition require="CarpetWorldPromotion"><ContentRef crid="crid://foo.com/CarpetWorld" />
</ReplacementSpot><ReplacementSpot>
<Condition require="CarpetWorldPromotionEndofSale"><ContentRef crid="crid://foo.com/CarpetWorldEndOfSale" />
</ReplacementSpot></SpotSubstitution>
</InterstitialBreak>
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Interstitial Break: Pod<InterstitialBreak>
<InterstitialBreakSelectionRule><Predicate test="equals">
<ConstantValue value="123" /><RuleMethod methodName="urn:foo:Interstitials:targetPodID" />
</Predicate></InterstitialBreakSelectionRule><PodSubstitution>
<ReplacementPod><Condition require="PeakTime" /><Spot crid="crid://foo.com/persil"/><Spot crid="crid://foo.com/ford"/>
</ReplacementPod><ReplacementPod>
<Condition require="BreakfastTime" /><Spot crid="crid://foo.com/McDonaldsBreakfast"/><Spot crid="crid://foo.com/AlpenCereal"/>
</ReplacementPod><ReplacementPod>
<Condition require="PremiumSubscriber" /></ReplacementPod><ReplacementPod>
<Condition except="PeakTime BreakfastTime PremiumSubscriber" /><Spot crid="crid://foo.com/JoesCarLot"/><Spot crid="crid://foo.com/AmateurDramatics"/>
</ReplacementPod></PodSubstitution>
</InterstitialBreak>
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Interstitial Break: Cascading
<InterstitialTable><InterstitialBreak><InterstitialBreakSelectionRule>
<Predicate test="equals"><ConstantValue value="123"/><RuleMethod
methodName="urn:foo:Interstitials:targetPodID"/></Predicate></InterstitialBreakSelectionRule><PodSubstitution>
<ReplacementPod><Condition require="PeakTime"/><Spot crid="crid://foo.com/persil"/><Spot crid="crid://foo.com/ford"/></ReplacementPod>
<ReplacementPod><Condition require="BreakfastTime"/><Spot crid="crid://foo.com/McDonaldsBreakfast"/><Spot crid="crid://foo.com/AlpenCereal"/></ReplacementPod>
<ReplacementPod><Condition require="PremiumSubscriber"/></ReplacementPod>
<ReplacementPod PodId="89658"><Condition except="PeakTime BreakfastTime PremiumSubscriber" /><Spot crid="crid://foo.com/JoesCarLot"/><Spot crid="crid://foo.com/AmateurDramatics"/></ReplacementPod>
</PodSubstitution><SpotSubstitution>
<SpotSelectionRule><PredicateBag>
<Predicate ruleTerm="urn:foo:Interstitials:SpotId" ruleValue="crid://foo.com/JoesCarLot" test="equals"/>
</PredicateBag> </SpotSelectionRule><ReplacementSpot>
<Condition require="ParentalControl" /><ContentRef
crid="crid://foo.com/XBoxPromotion"/></ReplacementSpot><ReplacementSpot>
<Condition require="EasterTime" /><ContentRef
crid="crid://foo.com/ChocolatePromotion"/></ReplacementSpot></SpotSubstitution>
</InterstitialBreak></InterstitialTable></int:TargetingTable>
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향후 전망과 Issues
TV-Anytime 규격 (ETSI 102 822) 의 방송용 메타데이터 국제 규격으로 정착 유럽 DVB 에서 TVAF 규격을 채택 . 미국 ATSC 에서 TVAF metadata 채택 . 일본 ARIB 에서 TVAF 를 S/38 규격에 포함 . 국내 TTA 디지털방송용 “맞춤형 방송” 규격 채택 .
지상파 /위성파 /케이블 방송을 위한 정합규격 제정 작업중 .
2005 년 국내 맞춤형 방송 실험방송 실시
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향후 전망과 Issues
Cable TV / IPTV / UCC 등에서 삽입광고의 허용소액 Local 광고주의 도입 /활성화 가능맞춤형 광고로 광고의 효율 증가새로운 비즈니스 모델의 창출 가능HDD 기반 보급형 Set-Top Box 개발 필요
