Amazon Onboarding with Learning Manager Chanci Turner

Overview

This is the second installment in a series focused on the creation and management of virtual linear channels. The initial blog post outlined the process of establishing virtual linear OTT channels that can seamlessly deliver both video on demand (VOD) and live streaming content by defining a channel schedule in AWS Elemental MediaTailor utilizing Channel Assembly. In this post, we will explore the setup of dynamic ad insertion through an ad decision server (ADS) along with AWS Elemental MediaTailor.

Organizations aiming to launch free ad-supported TV (FAST) channels on Amazon Web Services (AWS) can tailor ads based on query string parameters derived from client sessions and the configured parameter groups. They can also visualize Channel Assembly logs, VAST logs from an ADS, and ad transcoding logs, as well as track ads using either server-side or client-side reporting. This comprehensive solution not only facilitates the serving of FAST channels but also enables the visualization of Quality of Service (QoS) alongside dynamic ads.

Components

The key components of the setup include:

A linear OTT channel established through MediaTailor Channel Assembly, where we define the content source and the upcoming program schedule to predict the sequence of live and VOD content, including ad breaks.
A MediaTailor configuration that serves as a manifest manipulator, replacing ad markers with dynamic ad segments.
An Ad decision service that responds to the MediaTailor service via the VAST (Video Ad Serving Template) protocol, providing relevant ad insertion decisions and the URI of the ad assets.
An Amazon CloudWatch dashboard to visualize the QoS of the live stream, accompanied by pertinent server-side ad insertion (SSAI) metrics.

Architecture

Figure 1: Dynamic SSAI and QoS monitoring with MediaTailor Channel Assembly

Creating a MediaTailor Configuration

To set up a MediaTailor configuration for dynamic ad insertion, we configure the playback URL of our MediaTailor Channel Assembly output as the content source (origin). You can utilize any ad decision server that offers dynamic VAST responses; in this example, we reference one of the published VAST tags from DFP, such as the single inline linear tag.

Figure 2: MediaTailor Configuration Creation with a Dynamic ADS

Employing Amazon CloudFront as the CDN ensures scalable and resilient content distribution. This necessitates creating a new distribution in the AWS Console and configuring it with the MediaTailor ad configuration (i.e., content segment domain and ad segment domain) as two distinct origins from the Origin Settings. For optimal caching, we establish separate behaviors for each origin using the Cache Behavior Settings.

Assign a path pattern of /v1/* to the content segment origin and set the cache policy to “Caching Disabled,” creating an Origin Request Policy accordingly.

Figure 3: MediaTailor content segment Origin Request Policy

Assign the default (*) path pattern to the ad segment origin, selecting “Caching Optimized” from the cache policy dropdown. Avoid choosing any Origin Request Policy for this behavior.

For both behaviors, the Response Header Policy should be configured as follows:

Figure 4: MediaTailor Origin Response Header Policy

Confirming Playback of Dynamic Server-Side Ads for Your Linear Channel

The new playback URL is derived as follows: Locate the HLS playback prefix of your MediaTailor configuration from the “Content & Origin Details” section, replacing the MediaTailor domain name with your CloudFront distribution domain name, and appending “index.m3u8” as the suffix.

https://dxyz123abc.cloudfront.net/v1/master/<configuration_UUID>/<configuration_name>/index.m3u8

To test the playback of the virtual linear OTT channel, visit https://www.hlsplayer.net/, input the URL copied in the previous step, and click “Play.”

Figure 5: Origin segment playback on a HLS player

Figure 6: Ad segment playback on a HLS player

Monitoring Metrics and Setting Up Ad Reporting

An effective observability ecosystem for delivering a FAST channel with dynamic ads hinges on selecting the appropriate performance metrics. Important metrics include:

Ad decision server (ADS) response time (AdDecisionServer.Latency): This metric tracks the time taken for MediaTailor to receive a response from the ADS. Elevated response times can indicate issues with the ADS or network connectivity between MediaTailor and the ADS, potentially leading to delays in ad delivery and a negative viewer experience.
Ad insertion latency (GetManifest.Latency): This metric measures the time required for MediaTailor to insert an ad into the video stream. High latencies can signal problems with the MediaTailor service or the network link between MediaTailor and the viewer, which may result in ads appearing out of sync with the video, causing viewer frustration.
Ad fill rate (Avail.FillRate): This metric assesses the percentage of ad avails filled with ads. A low fill rate could suggest inadequate ads for the available avails. This metric is crucial as it directly impacts revenue from ad impressions.
Available ad duration (Avail.Duration): This MediaTailor metric reflects the total time an ad avail (SCTE-35 cue-out marker) was available for insertion. This information helps optimize ad inventory and ensures timely ad placement.
Ad completion rate (Avail.Impression): This metric tracks the percentage of ads played to various quartiles or to completion. A low completion rate might indicate viewer disinterest or delays in ad delivery.
Ad click-through rate: This metric tracks the percentage of ads clicked on. A low click-through rate may indicate irrelevance to viewers or inadequate ad placement. This can be monitored using a third-party ad-tracking tool, as it is not currently reported back to the MediaTailor service.

For accurate decision-making—whether in tactical control room operations or strategic investments in acquiring suitable ad assets for your audience—it is vital to monitor and visualize:

The total number of requests made by players to receive updated manifests.
The latency between MediaTailor and ADS, as well as latency for updating manifests.
The duration of available ad opportunities indicated in SCTE-35 markers, compared to the actual duration of dynamic ads received from the ADS.
The fill rate for delivered ads, both from the ADS and those filled by MediaTailor.
Any timeouts or errors that reflect the uptime and availability of both the origin server and the ADS.

By diligently tracking these metrics, you can identify and rectify any issues that may hinder ad delivery. This ensures timely and effective ad placement, ultimately enhancing viewer experience, boosting revenue, and establishing a successful ad delivery system. For additional insights into managing your new role, consider exploring this blog post. Additionally, for those interested in the legal aspects of tracking technology in the workplace, SHRM offers valuable resources.

For a deeper understanding of the onboarding process at Amazon, check out this excellent resource.

Location

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