Digital television standards body DVB is working on a specification to enable broadcasters to offer Targeted Advertising, with a view to having it operational in 2020.

Speaking at the Future TV Advertising Forum in London, Vincent Grivet, Co-Chair, DVB Targeted Advertising Study Mission Group, said that the DVB was establishing the DVB-CM-TA (Commercial Module – Targeted Advertising) to develop commercial requirements, which he expected to be in mid-2018.

Operators and service providers across cable, satellite, IPTV and terrestrial platforms would be invited to participate in the standardisation process, with close liaison with fellow standards initiative HbbTV, building on HbbTV assets and future developments. “Exact timings need to be agreed, but all efforts to make it quick will be made, with operational services in 2020,” he advised.

“Targeted advertising is a major market evolution,” he declared. “There will be positive implications for broadcasters if they retain control and leadership.”

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