1. Living-Room Environment
Targeted Ads Technology Solutions
Amos Kohn
August 2008

2. DPI Basic System
Network Feed with
Local Ads
Local
Network
AD
Feed
Network Feed
(SCTE 35)
Digital Splicer
Network
Feed Access Network Feed with
Local Ads
Viewer A Viewer B
SCTE 30
MPEG
Network
Local Network
Local
Feed
AD Feed
AD
AD Server Viewer C Viewer D
Network
Local Network
Local
Feed
AD Feed
AD
Local
ADs Local
AD

3. Targeted Advertising Basic System
Network Feed with
Local Ads
Network
Feed
Network Feed
(SCTE 35)
Digital Splicer
Network
Client DPI Access
Feed Network Feed with
Enhancements
DVS-766
Targeted Ads
Viewer A Viewer B
SCTE 30
MPEG
Selection Criteria &
Trigger Information Network Network
Feed Feed
Advertisement AD Server Viewer C Viewer D
Conditioning
System Network Network
Feed Feed
Demographic
Addressable Local
1
Demographic ADs ADs Local
Demographic
2
Demographic AD
34

4. Targeted Advertising Basic System
Network Feed with
Stream Conditioning Local Ads
Local
Network
AD
Feed
Network Feed
(SCTE 35)
Digital Splicer
Network
Client DPI Access
Feed Network Feed with
Enhancements
DVS-766 Targeted Ads
Viewer A Viewer B
SCTE 30
MPEG
Selection Criteria &
Trigger Information Network
Demographic Network
Demographic
Feed
1 Feed
2
Advertisement
Back Office AD Server Viewer C Viewer D
Conditioning
ADS
System Network
Demographic Network
Demographic
Feed
4 Feed
3
Demographic
Addressable Local
1
Demographic ADs ADs Local Invidi Advatar DPI Client
Demographic
2
Demographic AD
34

5. Application Examples: End User
Network Targeted Ad Network
Set-top Media Rich Personalized TV Portal
Terminals Network Screen, Telescoping
Split Network
Personal Layout Screen
Feed User 1
etc Feed
Edge Media Unicast Network
Network Processor Network Network
Feed
Ad User 2 Ch 1
Feed Multicast Linear Content Unicast Feed Feed
Unicast Network
Telescoping Network
Ch 2 User 3
Feed
Advertiser application Feed
Unicast Content Shared network feed
Ch 3
Unicast Network Network
Feed User 4
Feed
Personalized advertising
• Ad Splicing on incoming linear multicast feeds; insertion of personalized Ads (based on
a back office ADS)
Advanced – Media Rich - personal advertising
•Dynamic Ad insertion, telescoping and other interactive Ads
Media rich personal home page
•Full custom live TV watching environment
• Custom layout for watching multiple TV feeds

6. Application Examples: Bandwidth Optimisation
Set-top Unicast Streams
Terminals
User 1
Edge Media Unicast VBR
Network Processor
Feed Multicast Linear Content Unicast VBR User 2
Unicast VBR
User 3
Unicast Content
Unicast VBR
User N
Dynamic transcoding for real time bandwidth adaptation
•Facilitates the delivery of media to any device and any network
• Gets real time information on the session setup and optimize the format to maximize
video quality at a given bit rate
•Applies to the delivery over any access network

7. Application Examples: User to User Video
Set-top Live TV
User 1
Terminals Prg 1
Edge Media Unicast
Network Processor
Feed Multicast Linear Content Unicast
Live TV User 2
Unicast
Prg 2
Unicast Content
Unicast
PC User
Internet Live TV
User 3
Prg 3
What About User to User ?
• Getting video from the user settop, create a composite with the broadcast feed and
send it downstream to other users
• Multiple user video conferencing while watching TV (social networking)
• Source of video can also come from any PC with web cam … or mobile
Telescoping
Advertiser application
Shared network feed

8. Media Delivery Paradigm By 2012
CONTENT Aggregators Acquisition Edge Network User
GENERATE, and Processing
DISTRIBUTE
RTE Net Adaptor
DTA
Analog, Broadcast
Legacy Providers
RTE OnDemand, Switched
BB BB CDN
Portals Device
Offline Encode Adapt
nPVR
IP IP OD
Shift
VoIP Data
Device
&
Device
User
&
User Generated Adapt
User
Adapt
Data
Voice Only
Voice AS