Dynamic Ad Insertion Using a Data Distribution as a Service Platform and MPEG Media Transport
Originally Aired - Saturday, April 13 | 11:50 AM - 12:10 PM PT
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Targeted advertising is already popular in the “Over the Set Top Box” (OTT) environment, providing a revenue boost to content owners and distributors. While the technology to create addressable/regional ads in OTT and ATSC 3.0 is similar, it isn’t the same because ATSC 3.0 is a one-way broadcasting system. There are two solutions introduced so far in ATSC 3.0, one based on the SSAI model introduced by PearlTV, designed to leverage the commonly used SSAI model, including client-side reporting—used to track viewer habits. The other solution finds its basis in the SCTE-35 messages injected into the broadcast stream. The encoder uses them as a trigger to generate multi-period DASH with XLink added appropriately to the DASH manifest. However, both solutions require an Internet connection, and there has never been an Ad Insertion solution based on MMT with high transmission efficiency in ATSC 3.0. In this paper, I would like to introduce our research on major solutions that utilize the Ad Insertion function using the Sinclair DDaas Platform and the MMT transport protocol. The DDaaS platform provides a broadcast backbone for wireless IP (Internet Protocol) data delivery, increasing the value of spectrum for all broadcasters—namely, a cloud-based local broadcasting management-control platform and real-time datacasting technology to meet the needs of data users. Specifically, we will explore how to schedule the function from DDaaS, which allows the transmission of content in advance to ATSC 3.0 receivers belonging to stations located in a specific area at a particular time, and the ATSC 3.0 receiver checks in advance replaceable live content, the content ID to be stored and replace the live content on time using A/331, A/337, and ISO-IEC 23008-1. Lastly, I will list various additional research methods that enable Ad Insertion through the MMT transmission protocol while an Internet connection is available.
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