ATSC 3.0 Personalized Targeted Advertisement

Metadata

Publisher: SMPTE — White Plains, NY, USA
Doc Type: Journal Article
Content Type: Original Research
Abbreviated Title: SMPTE Mot. Imag. J
Volume: 130, No. 2, pp. 22–28
Abstract: Among the numerous enhancements brought by Advanced Television Systems Committee (ATSC) 3.0 to build the next-generation TV, personalized content is one of the most innovative and awaited. Nowadays, consumers have become used to an interactive content consumption on their mobile devices, whereas television continued its traditional one-way broadcast delivery path. To minimize this gap, ATSC 3.0 paves the way for a new content delivery model based on a broadcast/broadband hybridization. This important step allows content providers to enhance a linear broadcasted program with highly customized content, such as local weather forecast or emergency alerts, and more specifically targeted content. The aim of this tutorial is to breakdown and explain the entire production workflow and show how this technology can lead to a win–win situation for both viewers, broadcasters, advertisers, and equipment vendors.
Publication Date: 2021-03-01
DOI: 10.5594/JMI.2021.3052544
ISSN: Print: 1545-0279 | Electronic: 2160-2492
Link: https://doi.org/10.5594/JMI.2021.3052544
Author(s): Luke Fay
bio
Luke Fay is a senior manager of technical standards at Sony Home Entertainment and Sound Products, San Diego, CA. Currently, he is involved with the development of the next-generation broadcast television in a variety of standards organizations and their efforts to educate members of the new possibilities available with ATSC 3.0. He has more than 20 years of experience in digital communications systems engineering and receiver design. He received a BS degree in electrical engineering from the University of Arizona, Tucson, AZ, and an MS degree in electrical engineering from National Technological University, Singapore. He has been granted more than 13 patents in the area of digital signal processing. He is currently serving as the chairman of the Advanced Television Systems Committee (ATSC) Technology Group 3 (TG3). He is also the recipient of the 2015 Bernard J. Lechner Award for technical and leadership contributions to the ATSC. He became a SMPTE Fellow in 2018.
Lucas Gregory
bio
Lucas Gregory graduated from Université Polytechnique des Hauts (INSA HDF) de France, Famars, France, in 2017 with a master’s degree in audio and video system engineering. In 2017, he joined ATEME’s Research and Innovation Team, Rennes, France, in which he took part in several French collaborative projects to study and promote innovative technologies such as 360° video, next-generation audio codecs, and next-gen TV (ATSC 3.0). Currently, he is focused mainly on immersive audio technologies, but also on low-latency contents trans-packaging and delivery.
Mickaël Raulet
bio
MickaëL Raulet is the chief technology officer (CTO) at ATEME, Rennes, France. He received a PhD degree in 2006 from Institut National des Sciences Appliquées (INSA) in electronic and signal processing in collaboration with Mitsubishi Electric Institute of Technical Education (ITE), Rennes, France. He is driving research and innovation at ATEME with several collaborative Research and Development (R&D) projects. He is participating in several standardization bodies for ATEME: Advanced Television Systems Committee (ATSC), digital video broadcasting (DVB), 3rd generation partnership project (3GPP), International Organization for Standardization/International Electrotechnical Commission (ISO/IEC), International Telecommunications Union (ITU), Motion Picture Experts Group (MPEG), DASH-IF, common media application format - industry forum (CMAF-IF), SVA, and ultrahigh definition (UHD) Forum. He is the author of several patents and more than 100 conference and journal scientific papers.
Keyword(s): ATSC 3.0, Content Replacement, Xlinks, Hybrid broadcast/broadband
Copyright: © 2021 SMPTE

Bibliographic Reference(s)

“A World First at National Association of Broadcasters (NAB) 2019: ATSC 3.0 Hybrid Delivery With MPEG-H Audio,” 2019. Accessed: 2019. [Online]. Available: https://www.audioblog.iis.fraunhofer.com/nab-2019-atsc30-hybrid-delivery-mpegh EXTERNAL
Scalability of High Efficiency Video Coding (SHVC), “ITU-T Recommendation H.265: High Efficiency Video Coding” and “ISO/IEC 23008-2: High Efficiency Video Coding,” 2013. EXTERNAL
Advanced Television Systems Committee (ATSC) A/344, “ATSC 3.0 Interactive Content,” 2019. EXTERNAL
Limelight Networks, “The State of Online Video 2019.” [Online]. Available: https://www.limelight.com/resources/white-paper/state-of-online-video-2019/ EXTERNAL
World Wide Web Consortium (W3C), “XML Linking Language (XLink) Version 1.1,” 2010. EXTERNAL
Ronan Parois, Eric Toullec, and Michaël Raulet, “Hybrid Broadband/Broadcast ATSC 3.0 SHVC Distribution Chain,” Jun. 2018. EXTERNAL
Society of Cable Television Engineers (SCTE), ANSI SCTE 104, “Automation System To Compression System Communications Applications Program Interface (API),” 2014. EXTERNAL
Internet Engineering Taskforce (IETF), “RFC 3986— Uniform Resource Identifier (URI): Generic Syntax,” 2005. Linear Playout with SCTE 35 Stream start AD #1 w/ Ad ID AD #2 w/ Ad ID AD #3 w/ Ad ID AD #4 w/ Ad ID AD #5 w/ Ad ID AD #8 w/ Ad ID AD #6 w/ Ad ID AD #7 w/ Ad ID Example Targeted Ad IDs that trigger XLink insertion Program Boundary Start with Program ID and Time Stamp MPD update send time Time for MPD Period replacement Pre Roll Pre Roll Program Segment Program Segment Program Segment Pre Roll Local Ad Break Start Local Ad Break Start Local Ad Break End Local Ad Break End EXTERNAL
Society of Cable Television Engineers (SCTE, ANSI SCTE 35, “Digital Program Insertion Cueing Message For Cable,” 2019. EXTERNAL

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Luke Fay, Lucas Gregory, and Mickaël Raulet; ATSC 3.0 Personalized Targeted Advertisement, SMPTE Motion Imaging Journal ( Volume: 130, Issue: 2, March 2021); SMPTE, 2021. Available at https://doi.org/10.5594/JMI.2021.3052544

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Luke Fay, Lucas Gregory, and Mickaël Raulet; ATSC 3.0 Personalized Targeted Advertisement, SMPTE Motion Imaging Journal ( Volume: 130, Issue: 2, March 2021); SMPTE, 2021. Available at https://doi.org/10.5594/JMI.2021.3052544

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<span class="citation">Luke Fay, Lucas Gregory, and Mickaël Raulet; <cite>ATSC 3.0 Personalized Targeted Advertisement</cite>, SMPTE Motion Imaging Journal ( Volume: 130, Issue: 2, March 2021); SMPTE, 2021. Available at <a href="https://doi.org/10.5594/JMI.2021.3052544" target="_blank" rel="noopener">https://doi.org/10.5594/JMI.2021.3052544</a></span>

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Luke Fay, Lucas Gregory, and Mickaël Raulet; ATSC 3.0 Personalized Targeted Advertisement, SMPTE Motion Imaging Journal ( Volume: 130, Issue: 2, March 2021); SMPTE, 2021
doi: 10.5594/JMI.2021.3052544
url: https://doi.org/10.5594/JMI.2021.3052544

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Luke Fay, Lucas Gregory, and Mickaël Raulet; <cite id="bib-10-5594-jmi-2021-3052544">ATSC 3.0 Personalized Targeted Advertisement</cite>, SMPTE Motion Imaging Journal ( Volume: 130, Issue: 2, March 2021); SMPTE, 2021
<span class="doi">10.5594/JMI.2021.3052544</span>
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