Targeted Advertising for the Broadcasting Industry in DVB Markets
Today, targeted advertising (TA) needs no commercial justification. Even for the linear horizontal broadcasting ecosystem, TA is a necessary evolution to be on a par with the online video distribution on all these mobile devices and personal computers (PCs) where the addressability of advertising has been a solid reality for many years. It is going to be a reality even in the “old” horizontal broadcasting ecosystems, thanks to connected TVs and recent standardization by the digital video broadcasting (DVB) Projecti and the Hybrid Broadcast Broadband TV (HbbTV) Association.ii
- Print ISSN
- 1545-0279
- Electronic ISSN
- 2160-2492
- Published
- 2020-09
- Content type
- Original Research
- DOI
- 10.5594/JMI.2020.3001858
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