The Digital TV Group (DTG) has published a new framework which aims to help TV advertising realise opportunities from the industry’s move to IP delivery.
The DTG Interoperability & Transition Framework for IP-Delivered Television Advertising addresses the technical, operational and commercial complexity of the move.
It includes contributions from broadcasters, media owners, platform operators, advertisers, agencies, manufacturers, technology providers, standards organisations and other industry stakeholders.
According to the DTG, the main challenge facing the industry in the move to IP delivery is not the absence of technology or standards, but “enabling existing capabilities to operate together consistently across different organisations, platforms and delivery environments”.
The framework aims to provide a common, technology-neutral reference model through which the industry can understand the functional components of IP-delivered television advertising, the relationships between them and the information they need to exchange, added the DTG.
It is organised around five interconnected functional domains:
- Creative, clearance and workflow automation;
- Metadata, signals and interoperability;
- Trading, decisioning and commercial models;
- Delivery infrastructure and execution;
- Measurement and attribution.
Digital TV Group chief technology officer Alex Buchan said: “Television has successfully navigated successive periods of technological change by bringing the industry together around shared challenges, and the transition to IP-delivered television will require the same collaborative approach.
“Much of the technology needed to support IP-delivered advertising already exists. The task now is to enable those capabilities to operate consistently across an increasingly diverse ecosystem, while preserving the quality, trust and effectiveness that have always distinguished television advertising. This framework gives the industry a common point of reference from which we can identify practical implementation priorities, improve interoperability and support continued commercial innovation. Its publication marks the beginning of the next phase of work, not its conclusion.”
The full framework, its principal findings and recommendations, and individual downloadable sections can be accessed at: https://dtg.org.uk/dtg-ip-advertising-framework/
