Addressable TV Initiative partners with BCi Digital
July 6, 2026
Addressable TV Initiative (ATVI) and BCi Digital have signed a multi-year partnership agreement to foster the development and harmonisation of addressable advertising with HbbTV-TA.
Under the agreement, ATVI will provide BCi Digital with access to its core technical assets for implementing addressable advertising based on the HbbTV-TA specification. By adopting the ATVI implementation model, BCi Digital can accelerate its time to market, while ensuring its products are fully compliant with the specification and can deliver broadcast-quality ad substitution on real-world devices.
Additionally, broadcasters using BCi Digital products for addressable advertising will be able to run their services confidently as they can access the ATVI Verified List. This allows them to filter TV devices and only carry out Dynamic Ad Substitution (DAS) on TV models which have been tested and verified by ATVI as being HbbTV-TA-compliant.
The HbbTV-TA specification (an open specification developed by HbbTV) enables seamless ad substitution in linear TV programmes, opening the way for broadcasters across Europe to develop compelling addressable advertising products.
The partnership between ATVI and BCi Digital is part of the new ATVI Technical Partnership Program, through which ATVI works with selected qualified technology companies developing innovative addressable advertising solutions for broadcasters. The program helps partners develop fully compliant products while reducing time to market.
Nicole Agudo-Berbel , MD of ATVI and MD & Chief Distribution & Partnerships Officer of Seven.One Entertainment Group, commented: “We are very happy of this first of a kind partnership with BCi Digital; BCi Digital is a recognised leader in the delivery of turn-key solutions for addressable advertising, and we are very excited that BCi Digital will now engage with its Tier 1 Broadcaster clients in HbbTV-TA with the support of ATVI.”
Andre PRAHL , MD of ATVI and EVP Distribution at RTL Deutschland, said: “To work at scale, technology must remain harmonised, and this is what ATVI does; creating a reliable reach for HbbTV-TA for the benefits of broadcasters and advertisers ; we are very glad to help BCi Digital and its customers to benefit from this harmonisation.”
John Bartlett, founder and CTO of BCi Digital, added: “BCi Digital has been at the forefront of addressable advertising for more than a decade, helping deliver some of Europe’s most successful broadcast advertising solutions. Joining the ATVI Technical Partnership Program is an important opportunity to collaborate with industry leaders, accelerate innovation and help ensure television advertising remains effective, measurable and open in an increasingly IP-driven world.”
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