Towards personalized content replacements in hybrid broadcast broadband environments

Nowadays web-based over-the-top streaming and traditional broadcast merges along the digital and online path enabling new hybrid use cases and services. In addition, content orchestration services and its distribution as individual content to a fragmented set of end devices evolves rapidly. Favored by those developments, new services and solutions for dynamic content replacements have arised and partially already been introduced - Client-Side AD-Insertion (CSAI), Server-Side Ad-Insertion (SSAI), Dynamic Ad-Insertion (DAI) Dynamic Ad-Substitution (DAS), targeted advertising, addressable TV, Playout-Side Ad-Insertion (PSAI) are just some of those terms used for similar use cases but with different techniques and meaning. Standards like HbbTV and MPEG-DASH are available but address the new requirements only partially and require enhancements to be adoptable by the industry. HbbTV 2.0.2 is the newest version of the HbbTV specification but still has limitations to provide a seamless and personalized content and ad experience in hybrid broadcast broadband environments. This work analyses those technologies regarding their implementation of different Dynamic Ad Insertion (DAI) use cases and describes opportunities as well as application limitations. It also evaluates the feasibility for individual content replacements and gives recommendations for future enhancements.