Following the publication of the Study Mission Report on targeted advertising (TA) in September 2017, the DVB Steering Board plans to issue a set of commercial requirements (CR) for TA by June this year.
It is then expected that the draft specification would go before the DVB Steering Board for approval, and once approved could pave the way for the first market implementations in 2020.To ease the process along, the board has approved the creation of a dedicated TA group to implement the report’s recommendations. The CM-TA Group will be co-chaired by Vincent Grivet (TDF) and Angelo Pettazzi (Mediaset).
“There is a genuine appetite for TA to be made available for classical broadcast television,” the co-chairs said. “This is accompanied by the overall feeling that with too many technical solutions there is a risk of fragmentation in the marketplace that would hinder any progress. This is where the work of DVB on TA can help unlock the full potential of TA in broadcast television.”
DVB chairman Peter MacAvock added: “With the formation of CM-TA, DVB shows that it is committed to remain the central hub where the specifications of the TV industry are written, and in this case in close cooperation with HbbTV.”
