aws media day- aws media tailor를 사용한 서버 사이드 광고 삽입으로 컨텐츠...

Mark Cousins Head of AWSElementalSolutions Architecture, APJ

Monetizing your content with

server side ad insertion using

AWS Elemental MediaTailor

WHAT WE’ LL BE COVERING

© 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

- Video monetization today

- What is SSAI

- What is MediaTailor

- The better way to monetize your video workflow

- Additional considerations for your workflow

- Customer presentation

- Conclusion

No consideration for demographics

No link to ad campaigns

No interactivity

Client-side advertising insertion

Client inserts relevant advert at point of playback

More personalized

Accurate metrics


2007 2012

Burnt-in static ads

EVOLUTION OF OTT ADVERTIS ING

CLIENT- SIDE AD INSERTION

A common solution for personalizing and targeting ads is client-side ad

insertion, it has various limitations:• Requires code changes across multiple platforms and devices

Web page

Video

Player

7

5

3

9

2

8


6

SDK

4

Ad Server

CLIENT- SIDE AD INSERTION

A common solution for personalizing and targeting ads is client-side ad

insertion, it has various limitations:• Requires code changes across multiple platforms and devices

• Subject to high network latency/poor quality

• Which means it’s not a great solution for live streaming

• Has lower ad fill rates on desktop and mobile web


EVOLUTION OF OTT ADVERTIS ING PT2

No consideration of demographics

No link to ad campaigns

No interactivity

Client-side advertising insertion

Client inserts relevant advert at point of playback

More personalized

Accurate metrics

Server-side Ad Insertion

Fully personalized ads

Supports all devices

Protect against blocking or skipping

Broadcast-grade quality of experience

Works for live, VOD and time shifting applications


2007 2012 2017

Burnt-in static ads

WHAT IS SERVER- SIDE AD INSERTION?

Server-side ad insertion is a combination of manifest

manipulation, ad server communication, and ad bit-rate andresolution normalization on the server-side before presenting

a manifest to clients• It is difficult to do right because:

• It requires a highly scalable origination service

– Personalized manifests are not cacheable

• Reporting an custom player behavior requires clients to know an ad has

been played

• There are different ad standards (VAST, VPAID, VMAP), ad servers, origin

servers, player environments which complicate workflows


W H AT D O M AN IFES TS LO O K LIKE?


#EXTINF:4.0,

https://XXXXXXXXXXXXX.cloudfront.net/out/u/scte35_ 2_5107425.ts?m=1492714662

#EXTINF:4.0,


#EXTINF:4.0,


#EXTINF:4.0,


#EXTINF:4.0,


#EXTINF:4.0,



W H AT D O M AN IFES TS LO O K LIKE?

.ts?m=1492714662 #EXT-

X-DISCONTINUITY

#EXTINF:3.066667,


../../../../segment/a1bc06b59e9a570b3b6b886a763d15814a86f0b b/bbb/a8c8a5a2-7a2d-45c1-95e9-73e35845f839/0/5107715

#EXTINF:3.0,


#EXTINF:3.0,


#EXTINF:3.0,


#EXT-X-DISCONTINUITY

#EXTINF:4.0,

https://XXXXXXXXXXXXX.cloudfront.net/out/u/scte35_1_5107721.ts?m=1492714662

W H AT D O M AN IFES TS LO O K LIKE?#EXTINF:4.0, #EXTINF:3.0,

https://XXXXXXXXXXXXX.cloudfront.net/out/u/scte35_ https://XXXXXXXXXXXXX.cloudfront.net/out/u/scte35_1_5107712 2_5107425.ts?m=1492714662

#EXTINF:4.0,


#EXTINF:4.0,


#EXTINF:4.0,


#EXTINF:4.0,


#EXTINF:4.0,


Introducing AWS Elemental Media Tailor

AWS Elemental MediaTailor is a content personalization

and monetization service that allows customers to

implement stitched server-side ad content while

maintaining high quality of service

• Ads are better monetized, more consistent in video quality and

easier to manage across multi-platform environments

• Managed transcoding provides a better user experience

• Standards-based client- and server-side ad reporting within a

single service

• More control over the player, origin and CDN while providing a

better end-viewer experience at scale


W E ’RE BU ILT WITH S CALE IN M IN D FO R

• Manifest Manipulation

Availability Zone

Availability Zone

Availability Zone

Elastic Load

BalancingDynamoDB

Config &Session

Store

Users



• Transcoding

DynamoDB

Creative Index

Availability Zone

Availability Zone

Availability Zone

Internal ELB

EC2 Controllers

Amazon Elastic

Transcoder



• Transcoding and Ad Delivery

DynamoDB

Creative IndexAmazon Elastic

Transcoder

S3 BucketDefault CloudFront

Distribution

Internal ELB

Availability Zone


Availability Zone

Availability Zone

EC2 Controllers


• Reporting

Availability Zone

Beacon URL Storage

DynamoDB Player

Sessions

3P Reporting Server


YOUR WORKFLOW IN SSAI:PLAYER REQREGION

Manifest

cache

ON-THE-FLY / MANAGED TRANSCODING

Amazon Elastic Transcoder

AmazonS3

AWS ElementalMediaTailor

ADS

DFP,

Freewheel or other ADS

LIVE VIDEO PROCESSING VIDEO DELIVERYPLATFORM

AWS Elemental Live AWS Elemental Delta

Video with SCTE 35/104 Conditioned

manifest with

ad markers

AWSElementalMediaTailor

MANIFEST MANIPULATION

DISPLAYDEVICES

1. getManifest

https://mediatailorURL.amazonaws.com/path/hls.m3u8?foo=

bar&sz=640&baz=bam&idfa=12345

CDN

AmazonCloudFront


A NOTE ON TARGETTING


• Session variables vs. player variables

• Session variables: referer, client-ip, random numbers/uuids, break length etc

• Player variables: deviceId, page level properties, customerIds etc…





getManifest

https://mediatailorURL.amazonaws.com/path/hls.

m3u8?foo=bar&sz=640&baz=bam&idfa=12345

Custom player variables






getManifesthttps://mediatailorURL.amazonaws.com/path/hls.



[avail.random], [session.client_ip],

[session.avail_duration_secs]

Manifest/session level variables






getManifesthttps://mediatailorURL.amazonaws.com/path/hls.



[avail.random], [session.client_ip],

[session.avail_duration_secs]

Manifest/session level variables

VAST request for this user: https://adServerPath/ads?foo=bar&sz=640&baz=bam&idfa=12345&client-

ip=54.240.196.175&maxdur=120&correlator=15734883199399203


YOUR WORKFLOW IN SSAI: ORIGIN& VASTREGION


manifest with

ad markers

Manifest

cache



AmazonS3


ADS

DFP,


AWS Elemental Live

LIVE VIDEO PROCESSING

AWS Elemental Delta

VIDEO DELIVERY PLATFORM



DISPLAYDEVICES

1. getManifest



2. getTemplate manifest

3. getVASThttps://adServerURL.net/path/ads?foo=bar&sz=640&baz=ba

m&idfa=12345 - Headers: XFF, User-Agent

CDN

AmazonCloudFront


Y O U R W O RKFLO W IN S S A I:<VAST XM L >REGION


manifest with

ad markers

Manifest

cache



AmazonS3


ADS

DFP,


AWS Elemental Live


AWS Elemental Delta




DISPLAYDEVICES

1. getManifest






4. Parse VAST Response, find mp4 creatives, are creatives

already in cache?CDN

AmazonCloudFront


YOUR WORKFLOW IN SSAI: TRANSCODEREGION


manifest with

ad markers

Manifest

cache

ON-THE-FLY / MANAGEDTRANSCODING



Amazon S3

ADS

DFP,


AWS Elemental Live


AWS Elemental Delta




DISPLAYDEVICES

1. getManifest







already in cache?

5. 5. Queue job for creative IDs not in cache. Transcode to

templateManifest renditions.

CDN

AmazonCloudFront


YOUR WORKFLOW IN SSAI: DELIVERYREGION


manifest with

ad markers

Manifest

cache




Amazon S3

ADS

DFP,


AWS Elemental Live


AWS Elemental Delta




1. getManifest







already in cache?



6. Personalized manifest *.m3u8 (not

cacheable)

7. Fetch content segments

(cacheable on CDN)

8. Fetch ad segments (cacheable on

CDN)

CDN DISPLAY DEVICES

AmazonCloudFront


YOUR WORKFLOW IN SSAI: REPORTREGION


manifest with

ad markers

Manifest

cache




Amazon S3

ADS

DFP,


AWS Elemental Live


AWS Elemental Delta




1. getManifest







already in cache?



6. Personalized manifest *.m3u8 (not

cacheable)

7. Fetch content segments

(cacheable on CDN)

8. Fetch ad segments (cacheable on

CDN)9. Hybrid client-side and server side

reporting

CDN DISPLAY DEVICES

AmazonCloudFront


Server-side reporting: Pros:


• No extra integration required, quartile

and impression reporting done entirely

on your behalf

Cons:

• De-duping due to player behavior may

be required (can use CDN to cache or

coalesce requests)

• No specialized beacons or advanced

playback behavior

A N O TE O N RE P O RTIN G

{"eventType": "BEACON_FIRED",

"eventDescription": "Fired tracking beacon",

"awsAccountId": "","customerId": "",

"originId": "demoConfig",

"sessionId": "6782f423-e43f-49a5-bee9-24eadcc6ab15","beaconInfo": {

"beaconUri":

"http://engine.adzerk.net/e.gif?e=eyJhdiI6MjI1MzQ1LCJhdCI6NSwiYnQiOjAsImNtI

jo1Nzc0OTIsImNoIjoyODYwMiwiY2siOnt9LCJjciI6Mjg2NDI5MCwiZGkiOiIxZjlmOW

NiMTQ0MDg0ZjNhYWRjYTE2ODhhYjkxN2Ex",

"headers": [

{

"name": "User-Agent",

"value": "Mozilla/5.0 (Windows NT 10.0; Win64; x64)

AppleWebKit/537.36 (KHTML, like Gecko) Chrome/62.0.3202.62 Safari/537.36"},

{

"name": "X-Forwarded-For",

"value": "205.251.233.178"

}

],

"trackingEvent": "THIRD_QUARTILE",

"beaconHttpResponseCode": 200

}

}

http://engine.adzerk.net/e.gif?e=eyJhdiI6MjI1MzQ1LCJhdCI6NSwiYnQiOjAsImNtI

http://engine.adzerk.net/e.gif?e=eyJhdiI6MjI1MzQ1LCJhdCI6NSwiYnQiOjAsImNtI

• Can develop player to expose custom

playback behavior (no skip, countdown

timer etc…)

• Advanced beacons like pause, ffwd,

rewind etc… available

Cons:

• Requires player changes

A N O TE O N RE P O RTIN G

Client-side reporting: Pros:JSON response from getTracking:


NF L THUR S D A Y NI G HT FO O TBA LL W ITH A M A ZO N V ID EO

Challe

nge • Deliver personalized

ads on live event streams

• Massive peaks of concurrent users

• Wide range of end-users devices

• Support multiple ad servers

n • AWS Elemental

o MediaTailor

i • AWS Elemental Cloudt running Live and Deltau • Ad proxy for multiplel ADS support

So • Multi region

deployment

.

n

t • Maintain quality ofif experience and

e service for any size of

n audience with elasticscale, highly available

Beworkflow and pre-

transcoded ad content

• Maximize monetizatio potential with multiple ADS providers, delivery to multiple devices and server-side ad insertion

28


NF L THUR S D A Y NI G HT FO O TBA LL W ITH A M A ZO N V ID EO

Sports Feed

SOURCE

REGION

REGION

REGION

AWSElemental

Live

AWSElemental

Delta

REGION*


PERSONALIZATION AND MONETIZATIONSERVICE

DISPLAY DEVICES

Multiple OTTdevices

Multi-CDN

DISTRIBUTION

CustomAd Server #2

AD SERVER

Ad proxy& reporting

PROXYADS

AWS ELEMENTAL CLOUD REGION

AWSElemental

ServerAmazon

S3

Content encoded in multiple

AZ across multiple Regions

Pre-transcoded ad

content for event

Stitch and deliver

personalized

manifest

Get ad info

for each user

Report ad plays

Deliver primary content

Deliver ad content

* Each REGION is a separate geographic area. A

region has multiple, isolated locations known

as Availability Zones (AZs)

Each region is completely independent. Each AZ is

isolated, but the AZs in a region are connected

through low-latency links. CustomAd Server #1


NF L TH U R S D A Y NI G H T F O O TB A L L W I TH A M A Z O N VI D E O TR IVI A

• AWS Elemental MediaTailor workflow designed to scale to support

millions of viewers on the Amazon Video Platform

• Over 120 ads per game

• For a total of ~60 minutes of ads, excluding timeouts and

injuries

• Global distribution in 6 AWS regions

• 3 ad decision servers used


30

AWS ELEMENTAL MEDIATAILOR S U M M A R Y

Highly scalable and personalized

manifest manipulation service on AWS

• Operates in AWS regions to scale

out to end-user requests

• Uses query string parameters from

players and playback session

information to personalized ads



Enables more consistent quality for ads with

managed transcoding

Reach & monetize more devices

Standards based VAST reporting



Integration with AWS services like Amazon

CloudWatch and AWS IAM

Pay as you go that does not require a

minimum commitment


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