Dynamic Ad Insertion through [Data Distribution as a Service System (DDaaS) – MMT Protocol – Broadcast Application] without Internet connection

Over-the-Air (OTA) advertising lacks features provided by its Over-the-Top (OTT) counterpart due to the one-way nature of OTA advertising. Introducing the Advanced Television Systems Committee (ATSC) 3.0 standard and its approach to broadcasting information utilizing the Internet Protocol (IP) narrows the gap between the two environments. While there are similarities in the mechanisms to create regionally addressable advertisements through OTT and OTA (utilizing the ATSC 3.0 standard), they are not identical, primarily due to the latter being a one-way broadcasting system. This paper introduces two potential solutions to provide targeted advertising through the timely insertion of advertisements into live TV programs. We also review a Data Distribution as a Service (DDaaS) platform and the ATSC 3.0 MPEG Media Transport (MMT) protocol, which are integral to making these solutions feasible.

Sangsu Kim | One Media Technologies | Hunt Valley, Md., United States
Niakam Kazemi | Sinclair Broadcast Group | Hunt Valley, Md., United States