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Perceptually Seamless Targeted Advert Substitution for Broadcast TV
Making targeted advertising work in broadcast TV is a challenge. The Synapse TV system for Targeted Advertising runs on HbbTV1.5+ receivers and provides seamless presentation of targeted adverts within broadcast content. Advert decisions can be made seconds before the advert break and the targeted adverts delivered live over the Internet. This removes the need for custom middleware or advance delivery of the adverts to be presented while enabling timely advert decisions.
The HbbTV application and supporting server-side functions, including integrations with advertising servers and the CDN, are supplied by Synapse TV.

  • SCTE35-to-stream-event insertion and AIT playout using S&T's TSBroadcaster
  • DAI break substitution and reporting using SynapseTV HbbTV1.5 application
  • Just-in-time ad-ingest/transcode and ad-break compilation using SynapseTV web services
  • Integrations with any VAST/VMAP compliant ad server
  • Integrations with third-party CDNs to achieve required scale
The demonstration video shows a simulation of a live broadcast with DAI breaks compiled and inserted using Synapse TV technology. Key to perceptually seamless presentation in this solution is whole break substitution and the inclusion of a graphic interstitial at the junctions between broadcast and targeted content. Additional precision comes from applying custom delays to the graphic presentation depending to the characteristics of the particular receiver type. This interstitial can be customised to the break or to the target customer in order to take on the appearance of a normal broadcast bumper. The break itself is compiled from its component spots, including both targeted and non-targeted adverts. Impressions and tracking events are triggered throughout targeted adverts.

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