HbbTV Association updates the specifications of its HbbTV-TA targeted advertising standard

The HbbTV-TA specification allows broadcasters to replace a conventional television channel spot during broadcast with a specific targeted advertisement.

HbbTV Association has carried out an update of the specifications of its standard of targeted advertising HbbTV-TA. This specification has been developed to take advantage of targeted advertising opportunities within linear television, having until now been largely restricted to Internet or OTT/streaming services.

Vincent Grivet, president of the HbbTV Association, points out that "the publication of the HbbTV-TA specification marks a new chapter in the digital transformation of broadcasters. While retaining their unique advantage of addressing a large mass market, they can now also address highly differentiated audiences, which opens up new perspectives for business growth."

Grivet added that the targeted advertising market was already fragmented by a number of proprietary solutions.

The HbbTV-TA specification, initiated in collaboration with DVB, allows broadcasters provide specific audience groups with personalized advertising during advertising breaks, in which any spot from the television channel's conventional broadcast is replaced locally by a specific targeted advertisement.

DVB is also publishing its Targeted Advertising specification which complements the HbbTV-TA specification with a standardized way of signaling advertising substitution opportunities in live television broadcasting.