Publitalia ’80 has signed an agreement with Samsung Electronics that will see the Mediaset sales house adopt the HbbTV-TA (Targeted Advertising) standard, bringing an addressable video advertising offer specifically for connected TV.
The Dynamic Ad Insertion (DAI) technology allows for the automatic replacement of traditional broadcast advertising spots, through broadband and the HbbTV standard. The integration allows an advertiser to show ads relevant to different target markets, avoiding over-exposure for the viewer to individual campaigns.
“We are excited about this partnership with Samsung, a leader in the television industry, which positions Publitalia ’80 as the first and only sales house in Italy to provide its advertisers the best cutting-edge technologies on the market,” said Paola Colombo, Chief Digital Officer MFE Advertising. “This is a significant evolutionary step that demonstrates the Group’s commitment, both as broadcaster and as sales house, in guaranteeing the TV users a viewing experience of the highest quality, encouraging their attention, and therefore ensuring advertisers an addressable online advertising offer consistent with the new needs for evaluating advertising campaigns”.
The HbbTV-TA standard has been available in all smart TV models produced by Samsung since 2021.