World first, as RTL and partners perform IP-into-broadcast real-time ad replacement | Videonet

In a world first, (Mediengruppe) RTL Deutschland, working with sales house IP Deutschland and technology subsidiary Smartclip, and the broadcast/IT services provider CBC, the advertiser (and confectioner) Ferrero and their agency Vizeum (Dentsu Aegis Network), has switched the embedded adverts within a broadcast signal for IP-delivered advertisements using the HbbTV 2.0 framework. The ad replacement was frame accurate in real-time, marking a dramatic technology advance. Currently it is possible, using the older HbbTV standards, to present IP-delivered ads in front of a broadcast channel viewer, but usually when they change channels (so without replacing broadcast ads in a standard broadcast break).

Source: World first, as RTL and partners perform IP-into-broadcast real-time ad replacement | Videonet

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