Dynamic Ad Substitution in Hybrid Broadband Broadcast Environments

Technology environments are fragmented, hybrid and broadcast merge along online and digital paths, orchestration and distribution of individual content streams are evolving rapidly; DAI, SSAI, CSAI, DAS, targeted advertising and addressable TV are terms with different techniques but at the same time often used for similar use cases. There are standards such as HbbTV and MPEG-DASH available, but they meet these requirements only partially and require enhancements before they can be adopted by the industry. While HbbTV 2.0.3 is the latest version of the specification, it still has limitations in providing a seamless and personalized ad experience across broadcast and broadband. This demo showcases a real world, deployed and almost product ready implementation of Dynamic Ad Substitution for HbbTV Versions 1.5 and 2.0.X showcasing the feasibility for individual content replacements via broadband in broadcast environments.