Seamless Insertion and Playback System for Targeted Advertisement Exploiting Digital Cueing Signal over Commercial IPTV Service

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Hyunchul Joo, Juhan Bae, Taeyoung Na

Published: 06 Aug 2025, Last Modified: 22 Sept 20252025 IEEE International Conference on Industry 4.0, Artificial Intelligence, and Communications Technology (IAICT)EveryoneCC BY-SA 4.0
Abstract: In this paper, we propose a seamless insertion and playback system for targeted advertising by utilizing digital cueing signals over commercial IPTV (Internet Protocol TeleVision) services. In the proposed system, a back-end ad (advertisement) server prepares advertising assets in advance, taking into account all encoding parameters of the IPTV content. The digital cueing signals embedded in the IPTV content being viewed by the user enable the set-top box to accurately identify the ad playback section. The set-top box then extracts the appropriate ad content from the pre-downloaded advertising assets and adjusts its MPEG-2 TS (Transport Stream) attributes to achieve seamless playback of both the ad content and the IPTV content. Test results demonstrate the effectiveness of the proposed system in terms of resource utilization and playback latency in commercial IPTV networks.