Yet another webinar on HbbTV, this time on the hybrid broadcast broadband TV standard’s Targeted Advertising (HbbTV-TA) potential in Europe, was a masterclass in how to make a topic as potentially riveting as addressable ads feel utterly mundane. Thankfully, proceedings were salvaged by the skin of their teeth by the introduction of Mediaset’s newly launched AdManager, which promises to make ad buying as straightforward as ordering a takeaway. Of course, like many takeaways, it may not be all it’s cracked up to be. Mediaset, Italy’s media behemoth, launched AdManager at the end of September 2024, positioning it as a self-service platform tailored to medium-sized advertisers which previously had to rely on specialized sales teams to navigate the HbbTV landscape. Advertisers…