Targeted Advertising for the Broadcasting Industry in DVB Markets

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Publisher: SMPTE — White Plains, NY, USA
Doc Type: Journal Article
Content Type: Original Research
Abbreviated Title: SMPTE Mot. Imag. J
Volume: 129, No. 8, pp. 60–63
Abstract: Today, targeted advertising (TA) needs no commercial justification. Even for the linear horizontal broadcasting ecosystem, TA is a necessary evolution to be on a par with the online video distribution on all these mobile devices and personal computers (PCs) where the addressability of advertising has been a solid reality for many years. It is going to be a reality even in the “old” horizontal broadcasting ecosystems, thanks to connected TVs and recent standardization by the digital video broadcasting (DVB) Projecti and the Hybrid Broadcast Broadband TV (HbbTV) Association.ii
Publication Date: 2020-09-01
DOI: 10.5594/JMI.2020.3001858
ISSN: Print: 1545-0279 | Electronic: 2160-2492
Link: https://doi.org/10.5594/JMI.2020.3001858
Author(s): Angelo Pettazzi
bio
Angelo Pettazzi is a strategic marketing consultant at Reti Televisive Italiane S.p.A., Cologno Monzese, Italy, part of the Mediaset Group, where he has worked since 1981. He is involved in strategic marketing, where he oversees DVB and HbbTV standardization activities. He is a member of the HD Forum Italia Technical Committee, the HbbTV Association Steering Group, the chair of the HbbTV Marketing and Education Working Group, and the chair of the DVB CM-TA, the DVB commercial module on TA.
Copyright: © 2020 SMPTE

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Angelo Pettazzi; Targeted Advertising for the Broadcasting Industry in DVB Markets, SMPTE Motion Imaging Journal ( Volume: 129, Issue: 8, September 2020); SMPTE, 2020. Available at https://doi.org/10.5594/JMI.2020.3001858

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Angelo Pettazzi; Targeted Advertising for the Broadcasting Industry in DVB Markets, SMPTE Motion Imaging Journal ( Volume: 129, Issue: 8, September 2020); SMPTE, 2020. Available at https://doi.org/10.5594/JMI.2020.3001858

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<span class="citation">Angelo Pettazzi; <cite>Targeted Advertising for the Broadcasting Industry in DVB Markets</cite>, SMPTE Motion Imaging Journal ( Volume: 129, Issue: 8, September 2020); SMPTE, 2020. Available at <a href="https://doi.org/10.5594/JMI.2020.3001858" target="_blank" rel="noopener">https://doi.org/10.5594/JMI.2020.3001858</a></span>

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Angelo Pettazzi; Targeted Advertising for the Broadcasting Industry in DVB Markets, SMPTE Motion Imaging Journal ( Volume: 129, Issue: 8, September 2020); SMPTE, 2020
doi: 10.5594/JMI.2020.3001858
url: https://doi.org/10.5594/JMI.2020.3001858

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Angelo Pettazzi; <cite id="bib-10-5594-jmi-2020-3001858">Targeted Advertising for the Broadcasting Industry in DVB Markets</cite>, SMPTE Motion Imaging Journal ( Volume: 129, Issue: 8, September 2020); SMPTE, 2020
<span class="doi">10.5594/JMI.2020.3001858</span>
</li>