Ad Creative Signaling in DASH and HLS

Advertising

Project Status:

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Completed

The project has been completed.

Start:

September 1, 2022

Estimated Completion:

March 31, 2023
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Problem Statement

As more distributors utilize interleaved/stitched presentation architectures for the exhibition of advertisements, a clear and interoperable signaling mechanism for the signaling of creative assets is needed to ensure delivery and monitoring accuracy. This project outlines a signaling scheme for ad creatives and its application in the industry with the common streaming formats of Dynamic Adaptive Streaming over HTTP (DASH) and HTTP Live Streaming (HLS).

Project Description

The two most common streaming formats for Adaptive Bitrate Streaming – Dynamic Adaptive Streaming over HTTP (DASH) and HTTP Live Streaming (HLS) – provide mechanisms for ads to be inserted into manifest files. However, there’s often a challenge to properly identify the unique ad asset(s) that are embedded in a manifest. This hampers efforts to ensure delivery and monitoring accuracy.   The project proposes a clear and interoperable signaling mechanism for the signaling of creative assets in DASH and HLS. It, enables, for example, unique ad asset identifiers such as those from Ad-ID.org and/or unique in-house ad asset IDs to be captured in original or stitched manifest files.

Project Type

Document

Project Leads

Zachary Cava

Advisors

There are no SMEs associated with this project.

Published Documents

Version: 1

Date Plublished: 06/19/2023

More Details

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SVTA2053: Ad Creative Signaling in DASH and HLS

The two most common streaming formats for Adaptive Bitrate Streaming – Dynamic Adaptive Streaming over HTTP (DASH) and HTTP Live Streaming (HLS) – provide mechanisms for ads to be inserted into manifest files. However, there’s often a challenge to properly identify the unique ad asset(s) that are embedded in a manifest. This hampers efforts to ensure delivery and monitoring accuracy.

This document proposes a clear and interoperable signaling mechanism for the signaling of creative assets in DASH and HLS. It enables, for example, unique ad asset identifiers such as those from Ad-ID.org and/or unique in-house ad asset IDs to be captured in original or stitched manifest files.

Goals and Objectives

The objectives of this project are:
  • Establish a signaling scheme for identifying advertising creatives in media presentations.
  • Provide binding definitions for the scheme to DASH MPD carriage mechanisms.
  • Provide binding definitions for the scheme to HLS playlist carriage mechanisms.

Project Scope

This project scope includes:
  • A data scheme for signaling the identification of advertisement creative assets that are included within a playback experience described by a DASH manifest and/or HLS playlist.
  • Carriage of that data scheme as an EventStream object within a DASH manifest.
  • Carriage of that data scheme as EXT-X-DATERANGE tags within an HLS playlist.
This project scope does NOT include:
  • The definition or authority of identifier schemes.
  • The semantics or requirements of EventStream objects within a DASH manifest.
  • The semantics or requirements of EXT-X-DATERANGE tags within an HLS playlist.

Contributors

The following members have contributed to this project. Click on their name to visit their profile. If they have not published their profile, the link will redirect to their LinkedIn profile.

Additional References

There is no pre-requisite reference document for this per se. However a basic understanding of streaming formats and how advertising works – in particular, the Streaming 101 and Streaming Advertising 101 SVTA University courses — would be helpful background prior to reading this document.   Further, the previous Advertising Working Group documents on End-to-End Monitoring below and available here shed a light on why this project is important.   All Coming Together: A Collaborative Effort to Achieve Comprehensive End-to-End Monitoring Improved Quality of Service (QoS) For Advertisement Delivery Across OTT: Best Practices

Presentations

The following presentations delivered during Advertising working group sessions may provide additional information about this project.

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