Under CopyrightKrauss, ChristopherChristopherKraussBassbouss, LouayLouayBassboussPham, StefanStefanPhamKaiser, StefanStefanKaiserArbanowski, StefanStefanArbanowskiSteglich, StephanStephanSteglich2022-03-1218.3.20142014https://publica.fraunhofer.de/handle/publica/38403510.24406/publica-fhg-384035In this position paper we will address the challenges and missing standards for enabling targeted multi-screen advertisement for interactive TV services. Furthermore, we will outline and discuss the limitations and difficulties of building cross-platform and multi-screen TV services. We will also propose potential solutions for closing the gap between the web and TV domains.enconnected TVmultiscreentargeted advertisement004conference paper