The DVB Steering Board has approved the creation of a dedicated group for Targeted advertising. It follows September’s Study Mission Report on the sector.
Co-chairs Vincent Grivet (TDF) and Angelo Pettazzi (Mediaset) will work on a set of commercial requirements that are expected to be released by June this year.
“There is a genuine appetite for TA to be made available for classical broadcast television. This is accompanied by the overall feeling that with too many technical solutions there is a risk of fragmentation in the marketplace that would hinder any progress. This is where the work of DVB on TA can help unlock the full potential of TA in broadcast television, the co-chairs said in a joint statement.
The DVB believes that targeted advertising will develop increasing importance for commercial broadcasters.
“With the formation of CM-TA, DVB shows that it is committed to remain the central hub where the specifications of the TV industry are written, and in this case in close cooperation with HbbTV,” said DVB Chairman, Peter MacAvock.
The next stage will be to receive approval from the DVB Steering Board that could see the first market implementations in place by 2020.
