DVB has added watermarking as an option for signalling where targeted ads or other content should be inserted within linear broadcast streams. This is an update to its DVB Targeted Advertising specification originally unveiled in November 2019. The addition is aimed particularly at linear broadcasts delivered to internet connected TVs via operator-controlled set top boxes (STBs).
The programmatic advertising field is heating up as Luxembourg based broadcaster RTL Group sells its platform SpotX to US online ad group Magnite for $1.17 billion.
Recent survey data charting loss of viewers and revenues to OTT service providers and digital platforms makes grim reading for traditional commercial broadcasters and pay TV operators, as the Covid-19 coronavirus pandemic accelerates these trends that were already taking place.
TV audience measurement has been moving steadily from households to individuals in line with the decline in family viewing around the big screen and rise in OTT consumption on connected devices.