The group is expected to agree to a set of Commercial Requirements by June 2018 for the first market implementations in 2020.
Following the publication of the Study Mission Report on Targeted Advertising (TA) in September 2017, the DVB Steering Board has approved the creation of a dedicated TA group to implement the reports recommendations. The CM-TA Group will be co-chaired by Vincent Grivet (TDF) and Angelo Pettazzi (Mediaset).
It is anticipated that the group will agree a set of Commercial Requirements (CR) for TA by June 2018. It is then expected that the draft specification would go before the DVB Steering Board for approval, and once approved could pave the way for the first market implementations in 2020.
In a joint comment, the CM-TA co-chairs, said: There is a genuine appetite for TA to be made available for classical broadcast television. This is accompanied by the overall feeling that with too many technical solutions there is a risk of fragmentation in the marketplace that would hinder any progress. This is where the work of DVB on TA can help unlock the full potential of TA in broadcast television.
Commenting on the initiative, DVB Chairman, Peter MacAvock said: With the formation of CM-TA, DVB shows that it is committed to remain the central hub where the specifications of the TV industry are written, and in this case in close cooperation with HbbTV.