Dynamic Advertisement Insertion Using a Data Distribution as a Service Platform and MPEG Media Transport

Metadata

Publisher: SMPTE
Doc Type: Journal Article
Content Type: Original Research
Abbreviated Title: SMPTE Motion Imaging Jour.
Volume: 134, No. 4, pp. 53–63
Abstract: Over-the-Air (OTA) advertising lacks features provided by its Over-the-Top (OTT) counterpart due to the one-way nature of OTA advertising. The Advanced Television Systems Committee (ATSC) 3.0 standard, which uses Internet Protocol (IP) for broadcasting, helps narrow the gap between broadcast and broad-band environments. Broadcasters are now able to deliver regionally addressable advertisements through OTT and OTA (utilizing the ATSC 3.0 standard) using the same signaling format. This paper introduces two potential solutions to provide targeted advertising through the timely insertion of advertisements into live TV programs. We also review a Data Distribution as a Service (DDaaS) platform and the ATSC 3.0 MPEG Media Transport (MMT) protocol, which are integral to making these solutions feasible.
Publication Date: 2025-07-01
DOI: 10.5594/JMI.2025/LWQF4260
ISSN: Print: 1545-0279 | Electronic: 2160-2492
Link: https://doi.org/10.5594/JMI.2025/LWQF4260
Author(s): Sangsu Kim
Keyword(s): MPEG Media Transport (MMT), Data Distribution as a Service (DDaaS)
Copyright: © 2025 SMPTE

Bibliographic Reference(s)

ISO.14496-12.2015 — International Organization for Standardization/International Electrotechnical Commission (ISO/IEC) 14496-12:2015, “Information Technology—Coding of Audio–Visual Objects—Part 12: ISO Base Media File Format,” 2015. EXTERNAL
ISO.23008-1.2017 — International Organization for Standardization/International Electrotechnical Commission (ISO/IEC) 23008-1:2017, “Information Technology—High Efficiency Coding and Media Delivery in Heterogeneous Environments—Part 1: MPEG Media Transport (MMT).” EXTERNAL
PearlTV News. [Online]. Available: https://pearltv.com/news/pearl-tv-adds-digital-monetization-capabilities-to-nextgen-tv/. EXTERNAL
American National Standards Institute/Society of Cable Telecommunications Engineers (ANSI/SCTE) 35 2019, Digital Program Insertion Cueing Message for Cable, ANSI/SCTE, 2019. EXTERNAL
Advanced Television Systems Committee (ATSC): “ATSC Standard: Signaling, Delivery, Synchronization, and Error Protection,” Doc. A/331:2023–12, Dec. 2023. EXTERNAL
Advanced Television Systems Committee (ATSC): “ATSC Standard: Application Event Delivery,” Doc. A/337:2023–03, Mar. 2023. EXTERNAL
Advanced Television Systems Committee (ATSC): “ATSC Candidate Standard Working Draft: Revision of A/344:2023–05, ATSC 3.0 Interactive Content,” S38-479r6 15 Dec. 2023. EXTERNAL

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Sangsu Kim; Dynamic Advertisement Insertion Using a Data Distribution as a Service Platform and MPEG Media Transport, MIJ 2025, Volume 134, Number 4 (pp. 53 to 63); SMPTE, 2025. Available at https://doi.org/10.5594/JMI.2025/LWQF4260

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Sangsu Kim; Dynamic Advertisement Insertion Using a Data Distribution as a Service Platform and MPEG Media Transport, MIJ 2025, Volume 134, Number 4 (pp. 53 to 63); SMPTE, 2025. Available at https://doi.org/10.5594/JMI.2025/LWQF4260

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<span class="citation">Sangsu Kim; <cite>Dynamic Advertisement Insertion Using a Data Distribution as a Service Platform and MPEG Media Transport</cite>, MIJ 2025, Volume 134, Number 4 (pp. 53 to 63); SMPTE, 2025. Available at <a href="https://doi.org/10.5594/JMI.2025/LWQF4260" target="_blank" rel="noopener">https://doi.org/10.5594/JMI.2025/LWQF4260</a></span>

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Sangsu Kim; Dynamic Advertisement Insertion Using a Data Distribution as a Service Platform and MPEG Media Transport, MIJ 2025, Volume 134, Number 4 (pp. 53 to 63); SMPTE, 2025
doi: 10.5594/JMI.2025/LWQF4260
url: https://doi.org/10.5594/JMI.2025/LWQF4260

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<li>
Sangsu Kim; <cite id="bib-10-5594-jmi-2025-lwqf4260">Dynamic Advertisement Insertion Using a Data Distribution as a Service Platform and MPEG Media Transport</cite>, MIJ 2025, Volume 134, Number 4 (pp. 53 to 63); SMPTE, 2025
<span class="doi">10.5594/JMI.2025/LWQF4260</span>
</li>