Last week, the HbbTV Association launched a second iteration of its targeted advertising specification. The update essentially enabled ad replacement in linear broadcasts in cases where the signal is received by a set-top box, and then passed to an HbbTV-enabled TV via an HDMI – or alternative – connection.
Updates to specifications will rarely grab headlines, but the news was significant. HbbTV (hybrid broadcast broadband TV) has always looked promising as a means to addressable TV advertising on traditional broadcast TV. The release of the HbbTV-TA specification last year, which enabled ad-replacement on smart TVs, started to truly fulfil that promise. And this latest update theoretically completes the puzzle.