The DVB has officially published its specifications for substitutional advertising.
Dynamic substitution of content in linear broadcast: interfacing an advert decisioning service and optimal preparation has been made available for download from the organisation’s website.
The premise of DVB-TA is to standardise the substitution of advertising – or promotional material – within a linear broadcast. It provides guidance to broadcasters and platforms on interfacing with advert decisioning systems and in providing an optimised viewer experience.
It’s the first piece of technical work from the DVB Targeted Advertising ecosystem to be put into the public domain.
The DVB says it represents the “first time experts in broadcast advertising have come together to provide guidance on using existing advertising technology within linear broadcast”.
Work will now continue on the signalling part of the specification, which will also be published as a DVB BlueBook.