TV app developer Yotta Media, which specializes in developing frameworks for simplifying Android TV Operator Tier and HbbTV applications, is working on a proof-of-concept (PoC) HbbTV app for targeted advertisements. This builds on Yotta Media’s successful demonstration back at NAB 2023 with Pearl TV, the consortium of US broadcasters, in a collaboration with Sony, Triveni Digital and Ateme showcasing the ability to replace ads in a live ATSC 3.0 broadcast, using the Run3TV Web TV Platform. Yotta Media’s Raj Patel, CEO and co-founder, explains to Faultline that the London-based vendor is using the DVB-TA standard for targeted advertising in the PoC, delivering specific ads through the internet to specific users or households. Speaking at the recent IBC show, Patel tells…