[opendtv] Re: These Tech Firms Are Vying to Shake Up TV Advertising in 2018
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
- Date: Mon, 8 Jan 2018 04:01:55 +0000
Monty Solomon posted:
Sorenson, Alphonso and Verance are among the companies attempting to take
TV ad measurement and placement to the next level
https://www.wsj.com/articles/these-tech-firms-are-vying-to-shake-up-tv-advertising-in-2018-1513767600
"Here's how it works: A 'watermark,' an inaudible sound effect that transmits a
URL, is added into an ad or program. After the watermark is detected by the
smart TV, Verance's technology creates a report of where and when the ad ran.
"When TVs are built with technology to receive a 3.0 broadcast signal, media
companies and advertisers will be able to use Verance's system to serve
targeted ads. The technology will activate code that triggers and transmits an
ad onto the screen."
Not sure what this is describing. It sounds like the customer TV set needs to
report in, somehow, to indicate that customer's interests. For that, you need a
two-way Internet link. And then, it sounds like the ads are delivered by
broadcast and stored on TVs? Or maybe, ads are also delivered via broadband
unicast, stored in the TV, and then triggered when some broadcast signal says
so?
If multiple different optional ads are broadcast, the system would not scale
terribly well. If the ads are always sent via broadband, and stored on the TVs,
at some point, I would wonder why go to so much trouble. The majority of TV is
consumed on demand anyway. Inserting targeted ads in unicast streams, for live
or on-demand TV, from server to TV sets, is not so complicated. Can be done
already. The way I watch TV, the program stream even seems to know what my
closest stores are. Some ads are that targeted.
Bert
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