Dynamic Advertisement Insertion Using a Data Distribution as a Service Platform and MPEG Media Transport
Over-the-Air (OTA) advertising lacks features provided by its Over-the-Top (OTT) counterpart due to the one-way nature of OTA advertising. The Advanced Television Systems Committee (ATSC) 3.0 standard, which uses Internet Protocol (IP) for broadcasting, helps narrow the gap between broadcast and broad-band environments. Broadcasters are now able to deliver regionally addressable advertisements through OTT and OTA (utilizing the ATSC 3.0 standard) using the same signaling format. This paper introduces two potential solutions to provide targeted advertising through the timely insertion of advertisements into live TV programs. We also review a Data Distribution as a Service (DDaaS) platform and the ATSC 3.0 MPEG Media Transport (MMT) protocol, which are integral to making these solutions feasible.
- Print ISSN
- 1545-0279
- Electronic ISSN
- 2160-2492
- Published
- 2025-07
- Content type
- Original Research
- Keywords
- atsc 3.0 and mpeg media transport (mmt), data distribution as a service (ddaas)
- DOI
- 10.5594/JMI.2025/LWQF4260