1、 ATIS-0300103 ATIS Standard on - INTERFACE REQUIREMENTS AND ANALYSIS FOR AD SPACE ORDERING BETWEEN AD PROVIDER AND IPTV SERVICE PROVIDER As a leading technology and solutions development organization, ATIS brings together the top global ICT companies to advance the industrys most-pressing business p
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3、gn and innovation through solutions that include standards, specifications, requirements, business use cases, software toolkits, and interoperability testing. ATIS is accredited by the American National Standards Institute (ANSI). ATIS is the North American Organizational Partner for the 3rd Generat
4、ion Partnership Project (3GPP), a founding Partner of oneM2M, a member and major U.S. contributor to the International Telecommunication Union (ITU) Radio and Telecommunications sectors, and a member of the Inter-American Telecommunication Commission (CITEL). For more information, visit .Notice of D
5、isclaimer its development was motivated by business considerations including the following: Provide enhanced revenue streams for IPTV Service Provider(s). Facilitate development of campaigns. Describe the interactivity between IPTV Ad Providers (e.g., Advertising Agencies) and the Service Providers.
6、 2 Scope for example, through a selection by the consumer. Window Based placement opportunities can also be scheduled as a time or event based format. 3.2.4 Break types (VOD-based): For VOD programming, breaks are at well known NPT positions within entertainment content. These breaks are described a
7、s one of the following types: o PreRoll o MidRoll o PostRoll o Interstitial (special midRoll case describing a break between entertainment assets) 3.2.5 Slot: Portion of a time-window-based break that act as virtual container of ad insertable air-time. 3.2.6 Spot: A single, schedulable, and verifiab
8、le, piece of video and audio content within a break. 3.2.7 Placement opportunity: A placement opportunity is a (potentially constrained relative to digital content) location where ad placement or content alterations may occur. Alterations may include insertions, replacements, or deletions of content
9、 and may be whole or partial for both media stream duration or presentation characteristics. These placement opportunities are content specific; therefore, attributes and constraints may vary by network, geographic region, or other content distribution dimension, such as viewing habit. For linear vi
10、deo content or VOD, locations that contain the opportunity for content insertion are usually referred to as breaks. 3.2.8 Advertisement placement: Advertisement placement for IPTV audiences is the process of deciding which ads to place in which placement opportunity - determining an optimal placemen
11、t of a requested advertisement based upon several factors (such as the advertisement effect criteria and bid prices provided), so as to optimize the target goal (e.g., service provider revenue, and/or retention of advertisers). The ad placement execution is out of scope. 3.2.9 Service Provider (SP):
12、 Responsible for the provisioning of the ad placement and delivering the IPTV service to the consumer. 3.2.10 Advertising Recap (Recap): Identifies the restatement of the placement order provided with the Confirmation response. 3.2.11 Ad Rendering: When an ad is pushed to the appropriate device for
13、viewing. An example is an ad placed on a end users PVR. 3.2.12 Ad Insertion/Injection: When an ad is placed into viewable content. 3.2.13 Fulfillment File: A file generated by the service providers Ad Insertion System that lists all of the injected ad events for a specific rendered ad content. 3.3 R
14、equirements Terminology The word shall will be understood as denoting a mandatory requirement. “Shall“ will be used wherever the criterion for conformance with the specific recommendation requires that there be no deviation. The word should will denote a recommendation. “Should“ will be used whereve
15、r noncompliance with the specific recommendation is permissible. The words conditional mandatory will denote a requirement for which the implementation is optional, but if it is implemented, shall be implemented in the exact manner specified. ATIS-0300103 5 The word may will denote an optional capab
16、ility that may augment the standard. The standard is fully functional without the incorporation of this optional capability. 4 Assumptions The following assumptions are made concerning the advertisement space ordering process context specified within this document: All advertisement content addresse
17、d by this interface is transferred1to the Service Provider prior to its rendering in the consumer domain. Advertisements provided to the consumer may be comprised of multiple structured contents which may be individually provided by the advertiser. The composition of multiple structured content may
18、require advertiser review or approval. The review process is not considered in this analysis. Advertisements can take the form of audio, video, image, graphics or text, and/or combinations thereof. Advertisements can be combined with tv content either in the manner of linear splicing or overlay(s).
19、This document deals with advertisement content for the TV screen. All IPTV services types may allow for the injection of advertisement content including the real-time insertion of local advertisement content and overwriting pre-existing advertisement contents as regional-based linear broadcast progr
20、amming permits in predetermined spots. The advertiser may be “known” or “unknown” to the Service Provider. If “unknown”, the advertiser should register with the Service Provider. Advertisement content may be pushed to the consumer or may be pulled by the consumer. Advertisement content may be inject
21、ed at the Super Head End (SHE), at the Video Head End Office (VHO), at the Video Serving Office (VSO), or at a consumer network device. Advertiser may pre-pay, thus payment amount may be part of the placement business logic. (Advertisement placement is best effort in the context of the order.) Cance
22、llation is allowed by the advertiser until content is rendered to the consumer domain. The AP understands that the AoC represents the maximum charge for the campaign described in the inquiry. A Booking Request supplement provides information for all mandatory data fields of a Booking Request. It is
23、not a “delta” of the prior request. An exchange of password credentials from the SP to the AP is the transmittal of a temporary password. Use of security credentials and their ongoing management is out of scope for this interface analysis. It is assumed that transactions subsequent to registration w
24、ill be proceeded by the verification of passwords and other security credentials. It is not assumed that the SP will provide all placement decision services based only on information supplied by the AP. Details concerning any real-time interfaces to other decisions owners (such as internet campaign
25、managers and their decision systems) are outside the scope of this analysis. 1Transfer may refer to AP uploading, mailing, or delivering the ad content to the SP in any way permitted by the SP. ATIS-0300103 6 5 Use Cases however, this functionality is not optional for a solution. ATIS-0300103 7 Figu
26、re 2 - Ad Space Ordering Use Case Diagram 5.1 Advertiser Registration Phase 1, Advertiser Registration/Response transactions (5.1.1, 5.1.2), allows the AP to establish a billing profile with the SP and provides the AP with a registration identifier. In addition, the SP provides the AP a temporary pa
27、ssword used to establish permanent passwords for authorization of subsequent functions such as Ad content upload, billing inquiry, and Ad review. Creation and association of permanent passwords is outside the scope of this analysis. The registration process concludes with the establishment of a cont
28、ract or SLA between the AP and the SP covering terms and agreements. Figure 3 provides a more detailed use case view of the registration phase. ATIS-0300103 8 Figure 3 - Registration Use Case Diagram 5.1.1 Ad Provider Registration4Table 1 - Ad Provider Regsiration Use Case Stage Evolution / Specific
29、ation Goal (*) The AP defines the necessary information to utilize the SPs advertising placement process. Actors and Roles (*) AP Telecom Resource Registrar, Identity and Credit Validation function Assumptions Communication path exists between the AP and the SP. The AP is unknown to the SP (i.e., un
30、registered). Pre conditions AP has reviewed the requirements for advertising placement as published by the Service Provider and wishes to place an ad. Begins when The AP initiates a session with the SP. Step(s) 1. (M) The AP populates the necessary profile information such as the APs business descri
31、ption, billing and contact logistics, authentication and credit check credentials information (e.g., SSN, EIN). 2. (M) The AP transmits the request. Ends when (*) The request is received by the SP. Exceptions A communication network problem exists. Retry. Post Conditions The SP evaluates the request
32、. 4In Figures 3 and 4, the Ad Provider is being registered. The role of the advertisement owner may be played by a different business entity. ATIS-0300103 9 5.1.2 Registration Response Table 2 - Registration Response Use Case Stage Evolution / Specification Goal (*) The SP responds with a registrati
33、on response. Actors and Roles (*) AP Telecom Resource Registrar, Identity and Credit Validation function. Assumptions A communication path exists between the AP and SP. The AP is unknown to the SP. Pre conditions The AP has sent a registration request to the SP. Begins when The SP receives a registr
34、ation inquiry from the AP that has passed preliminary data entry checks. Step(s) 1. (M) The SP validates the information provided by the AP for completeness. 2. (M) The SP validates the Billing/Contact Information and authenticates the AP. 3. (O) A credit check is performed. 4. (M) The SP constructs
35、 a Registration Id and Password (employing password policy guidelines) using profile information provided by the AP. Thus, appropriate security credentials are established for subsequent ordering tasks. 5. (M) Data is placed on the response. 6. (M) Response is transmitted to the AP. Ends when (*) Th
36、e AP received the response. Exceptions A communication network problem exists. Retry. Incomplete or invalid data has been sent by the AP. Negative response sent to the AP. AP should retry registration inquiry. Post Conditions The AP is now able to proceed to the Campaign Management phase. Figure 4 -
37、 Registration Sequence Diagram55References to backend telecom resource (system, functions, transactions) are provided to enhance the semantical context of the SP API to the AP and are illustrative only. ATIS-0300103 10 5.2 Campaign Management Phase 2, identifies steps taken by the Advertiser to effe
38、ctively target an ad placement opportunity. The AP may utilize the optional Campaign Management inquiries in any order to ascertain the necessary information. Conceptually, it is an iterative process whereby the AP refines the necessary criteria to implement its ad campaign. 1. Reach Inquiry/Respons
39、e (5.2.1, 5.2.2) identifies potential market volume utilizing static data such as zip code, census data, and marketing survey information. 2. Advertising Placement Inquiry/Response (5.2.3, 5.2.4) identifies the available date/timeslots which are presently available to be reserved for an ad campaign.
40、 3. Viewing Habit Inquiry/Response (5.2.5, 5.2.6) identifies target audience segmentation based on dynamic viewing profile and other criteria. 4. Business Rule Selection Inquiry/Response (5.2.7, 5.2.8) serves to develop the appropriate business logic desired by the advertiser to apply to the placeme
41、nt of the Ad content. 5. Advice of Charge (AoC) Inquiry/Response (5.2.9, 5.2.10) allows the AP to find out the potential charges associated with a campaign description. Figure 5 provides a more detailed use case view of the campaign management phase. Figure 5 - Campaign Management Use Case Diagram A
42、TIS-0300103 11 5.2.1 Reach Inquiry Table 3 - Reach Inquiry Use Case Stage Evolution / Specification Goal (*) The AP wishes to calibrate the potential market size based on demographic information. Actors and Roles (*) AP Telecom resources IPTV Market Estimator Assumptions The SP has developed estimat
43、es for potential IPTV markets in the service coverage areas. Estimates of market size can be refined based on selection of static criteria. Pre conditions An SLA or contract exists between the AP and SP. The AP is formulating a campaign for ad placement with the SP. Begins when The AP wishes to perf
44、orm a cost benefit analysis concerning the ad placement. Step(s) 1. (M) The AP initiates an inquiry to the SP. The AP may specify certain parameters as part of the inquiry - e.g., Income Level, Age Range, Household Makeup, Service Address Location (Geo codes), Gender. 2. (O) The AP may supply one or
45、 more references to the responses of previous campaign management interactions to refine the market estimation inquiry. Ends when (*) The request is emitted by the AP and received by the SP. Exceptions A communication network problem exists. Post Conditions The SP received the request. The AP may be
46、 charged for this inquiry. Traceability (*) N/A 5.2.2 Reach Response Table 4 - Reach Response Use Case Stage Evolution / Specification Goal (*) The SP provides a response to a reach inquiry. Actors and Roles (*) AP Telecom resources IPTV Market Estimator Assumptions The SP has developed estimates fo
47、r potential IPTV markets in the service coverage areas. Estimates of market size can be refined based on selection of static criteria. Pre conditions An SLA or contract exists between the AP and SP. The AP is formulating a campaign for ad placement with the SP. Begins when The SP receives a valid in
48、quiry from the AP. Step(s) 1. (M) The SP authenticates the inquirer 2. (M) The SP queries its internal data base (e.g., “IPTV Market Estimator”), based on information defined in the AP Inquiry. 3. (M) The SP initiates a response to the AP providing target volume estimate based on inquiry criteria. 4
49、. (O) The SP may provide back a scoping list code and a scoping list code expiration date when appropriate for use on the AP booking request or in conjunction with other inquiries. Ends when (*) The response is emitted by the SP and received by the AP. ATIS-0300103 12 Use Case Stage Evolution / Specification Exceptions A communication network problem exists. Missing or incorrect parameter values. The SP is unable to provide a response based on the AP criteria. Unknown AP. Alternate Path (O) If the SP is unable to provide a response based on the
