ATSC 3.0 Personalized Targeted Advertisement

Among the numerous enhancements brought by Advanced Television Systems Committee (ATSC) 3.0 to build the next-generation TV, personalized content is one of the most innovative and awaited. Nowadays, consumers have become used to an interactive content consumption on their mobile devices, whereas television continued its traditional one-way broadcast delivery path. To minimize this gap, ATSC 3.0 paves the way for a new content delivery model based on a broadcast/broadband hybridization. This important step 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 tutorial 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. © 2002 Society of Motion Picture and Television Engineers, Inc.