개인 맞춤형 광고 기술 ETSI 102 822 3-4

1. 개인 맞춤형 광고 기술ETSI 102 822 3-4 윤 경 로 (yoonk@konkuk.ac.kr) 건국대학교 컴퓨터공학부 2007. 4. 11

2. Contents • Overview • Important Concepts • CRID • Identification of Pods • Core Schema Types • Targeting Table • Rules • Recording Cache • Interstitial Table (Interstitial Break) • 향후 전망과 이슈

3. Overview Main Program Pod / Interstitial Break Avail / Spot Telescoping

4. Important Concepts • Interstitial: AdditionalContent 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

5. Use of CRID • Individual Interstitial Item is assumed to be identified by CRID. • Individual Interstitial Item is a content item.

6. 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.

7. Core Schema Types (Base Types) • ConditionType • Define 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”.

8. Core Schema Types (Base Types) • ContentRefType • Represents 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.

9. Targeting Table • Root of an interstitial instance document • Top-Level Element of TV-Anytime Instance Document • Contains Rules, Recording Cache, and Interstitial Table.

10. Targeting Table

11. Rules • Provide Wrapper for the set of rules expressed within the instance document. • Can be referenced in the interstitial instance document. (usually in ConditionType)

12. Rules

13. Rules • PredicateBagType • Defined 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.

14. Rules • Predicate • Represents 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”.

15. 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.

16. Rules

17. 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>

18. 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.

19. 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>

20. Targeting Controlled Term

21. 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.)

22. Recording Cache

23. 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.

24. 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.

25. Interstitial Break Attribute: PodID

26. 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>

27. 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>

28. 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>

29. 향후 전망과 Issues • TV-Anytime 규격 (ETSI 102 822) 의 방송용 메타데이터 국제 규격으로 정착 • 유럽 DVB 에서 TVAF 규격을 채택. • 미국 ATSC 에서TVAF 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. • 2005년 국내 맞춤형 방송 실험방송 실시

30. 향후 전망과 Issues • Cable TV / IPTV / UCC 등에서 삽입광고의 허용 • 소액 Local 광고주의 도입/활성화 가능 • 맞춤형 광고로 광고의 효율 증가 • 새로운 비즈니스 모델의 창출 가능 • HDD 기반 보급형 Set-Top Box 개발 필요

31. Q & A • 감사합니다. • 추가 의문사항은 yoonk@konkuk.ac.kr (윤경로) 로 e-mail 주세요.