Cross-platform ad-insertion using HbbTV and MPEG-DASH

Increasing worldwide adoption of HbbTV (Hybrid Broadcast Broadband TV) and MPEG-DASH enables new opportunities for broadcasters and advertisers. We present the technical foundations to insert broadband-delivered (IP) ads into broadcast signals using standardized technologies like HbbTV and VAST. IP-delivered display and video ads can overlay or complement broadcast ads. Moreover IP allows viewers to be targeted more efficiently based on user profiles and/or geographic information. Besides delivering ads to HbbTV, we explain how to deliver the same media content OTT using MPEG-DASH with the same ad signals. MPEG-DASH allows us to reach more platforms and devices, while benefiting from the advantages of HTTP adaptive streaming. Our solution offers a Web-based tool to schedule events for HbbTV and OTT (MPEGDASH) simultaneously. With companion screen support, which comes with HbbTV 2.0, even more advanced ad-insertion scenarios are realizable.