The DVB is to investigate whether to build a specification for targeted or addressable advertising.
The Geneva-based organisation’s commercial module has established a Targeted Advertising Study Mission Group. It will be co-chaired by Vincent Grivet (TDF) and Thierry Fautier (Harmonic).
It will look at if a consistent set of mechanisms across different technology/reception platforms to deliver targeted or addressable advertising are needed in the field.
“As initial solutions for addressable TV advertising are being introduced, it is noted that the underlying technologies are predominantly proprietary,” said the DVB. “This creates a risk of technology fragmentation and could act in adverse ways for the existing TV ecosystem for instance, difficulties for advertisers and broadcasters to source and market advertising slots across different reception platforms, high transaction costs for advertising players needing to convert between multiple standards and platforms.”
A questionnaire has already been issued to both members and non members of the DVB.
