Cross-platform ad-insertion using HbbTV and MPEG-DASH

Increasing worldwide adoption of HbbTV (Hybrid Broadcast Broadband TV) and MPEG-DASH enables new opportunities for broadcasters and advertisers. The work described here introduces the technical foundations to allow broadband-delivered (IP) ads into broadcast delivered live content using the standards HbbTV and VAST. IP-delivered display and video ads can overlay or complement instream broadcast ads. They allow a more efficient viewer targeting by considering user profiles and e.g. geographic information. In parallel to deliver broadcast ads to HbbTV devices, the work shows a way how to deliver the same media content and ad signals via Broadband in terms of over-the-top (OTT) using MPEG-DASH. MPEG-DASH allows to reach more platforms and devices, while benefiting from the advantages of HTTP adaptive streaming. The solution offers a Web-based tool to schedule ad events for HbbTV and OTT (MPEG-DASH) simultaneously. With companion screen support, which comes with HbbTV 2.0, even more advanced ad-insertion scenarios will be possible.