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France Télévisions takes ad targeting over DTT to household level

France Télévisions has taken advanced advertising over digital terrestrial a step further by demonstrating targeting down to household level using the HbbTV hybrid broadcast platform. This goes beyond previous trials or deployments where targeting over the latest DVB-T2 networks has either been just at a transmitter level or in combination with an OTT service over the internet. The aim here is to show that the broadcast service alone can enable targeting with the help of a suitable platform such as HbbTV and signals via the SCTE 35 standard to determine when and where to splice alternate ads in. SCTE 35 is the joint standard from ANSI and the Society of Cable and Telecommunications Engineers – describing how to insert cue tones inside broadcast…

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