The HbbTV Association has released its specifications for targeted advertising.
HbbTV-TA has been developed to make use of targeted advertising opportunities within linear television, having so far been largely restricted to the internet or OTT/streaming services.
“The release of the HbbTV-TA specification marks a new chapter in the digital transformation of broadcasters. While keeping their unique asset of addressing a large mass market, they can now also address highly differentiated audiences, opening up new prospects for business growth,” said Vincent Grivet, Chair, HbbTV Association.
Grivet added the targeted advertising market was already fragmented by a number of proprietary solutions.
The HbbTV-TA specification, initiated in collaboration with DVB, enables broadcasters to provide specific audience groups with customised advertising during commercial breaks, where the ‘normal’ advertisement on the TV channel’s conventional broadcast feed is replaced locally with a specific targeted advertisement.
DVB is also releasing its targeted advertising specification that complements the HbbTV-TA specification with a standardised way of signalling the advertisement substitution opportunities in the live TV broadcast.