ATSC 3.0 Personalized Targeted Advertising

(Paper available in the Proceedings of the 2020 BEIT Conference)

Among the numerous enhancements brought by ATSC 3.0 to build the next generation TV, personalized content is one of the most innovative and awaited. Currently consumers have become used to an interactive content consumption on their mobile devices, while legacy television continued its traditional one-way broadcast delivery path. In reaction to this widening gap, ATSC 3.0 paves the way for a new content delivery model based on a Broadcast/Broadband hybridization. This important step forward 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 paper 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.