Dutch TV industry endorses standard for personalized TV advertising

Feb

11

2019

Dutch TV industry endorses standard for personalized TV advertising
NPO, RTL, Talpa, Fox, KPN, Liberty Global, VodafoneZiggo and TVT Media have reached agreement on a new TV standard. The new ‘technical specification for program signaling’ enables personalized advertising.

The TV channels and providers have reached agreement on the technical specification, but the seven parties are discussing the standard even further this year , Media Perspectives reports . That platform for media and innovation put together a working group for consultation between the parties.

Broadcasters are given the opportunity to personalize TV commercials using the technology. As an example, certain regions or target groups are mentioned. Whether and when broadcasters in the Netherlands come with personalized TV advertising is not yet clear. KPN started a trial last year ; customers had to give permission for this in the My KPN environment.

According to the author of the standard, the Event Triggering Distribution Specification also makes it possible to keep electronic program guides constantly up-to-date, with actual broadcast times. In addition, the specification enables more accurate forward and backward flushing.

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Passage from the standard about personalized TV advertising

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