Development of a system for automatic ad insertion into on-demand streaming video to provide new monetization mechanisms to the media industry

Project Information

TAPPXSSAI

Grant agreement ID: 887919

DOI

10.3030/887919

Project closed

EC signature date 27 November 2019

Start date 1 December 2019

End date 31 May 2020

Funded under

• INDUSTRIAL LEADERSHIP - Innovation In SMEs

Total cost

€ 71 429,00

EU contribution

€ 50 000,00

Coordinated by

TAPPCELERATOR MEDIA SL
Spain

Periodic Reporting for period 1 - TAPPXSSAI (Development of a system for automatic ad insertion into on-demand streaming video to provide new monetization mechanisms to the media industry)

Reporting period: 2019-12-01 to 2020-05-31

Summary of the context and overall objectives of the project

We have developed a new technology based on Server-Side processing of the insertion of advertisements, which has a series of important competitive advantages over the Client-side based solutions that are currently on the market. The improvements that this innovation entails are focused on both the end user, improving their experience preventing the ads from cutting scenes, as well as the advertiser, by contextualizing the ads, and therefore optimizing the effectiveness of the impact of the ad. Finally, for broadcasters, the solution helps them maximize their advertising revenue and automate the process. The objective of the project has been the creation of a Server Side Ad Insertion system for the media industry able to handle and insert Advertising content into streaming video. The system has been based on an artificial intelligence able to analyse the original video content to create a series of metadata that allows the system to select the optimal Advertisement, as well as the optimal insertion moment, creating a targeted non-disruptive viewer experience.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

The feasibility study performed has accomplished the following specific objectives:
• Development of a five-year business and exploitation plan adjusted to the technical and commercial features of the project, including the assessment of the cost-effectiveness and exploitation potential of the solution.
• Validation of TAPPX’s commercial strategy focused on its ability to offer the system to clients and advertisers through its existing commercial channels including sales of pilot test deployment with a significant target customer.
• IP strategy enabling protection over the suitable parts of the system and to expand the scope of its freedom-to-operate assessment.
• Development of a technical assessment to identify limitations or constraints of technology, as for example integration with ad servers, trackers, real-time performance, big data handling, algorithm performance, etc including advanced prototype testing in a real-world environment at TRL7.

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

The test with TV3 has been satisfactory and we believe that the main impact will be aimed at both, user and the broadcasters:

- User: Improve the user experience, showing them non-intrusive advertising and much more focused on their preferences.
- TV broadcast – media companies: Adapt their business models to monetize views and improve their performance compared to traditional advertising.