World first, as RTL and partners perform IP-into-broadcast real-time ad replacement

Big news from the other side of the pond! RTL Deutschland announced the first addressable ad through a broadcast signal.

How is this possible? The content (TV show, etc.) is delivered via a broadcast signal and the ads are delivered dynamically through the internet. This is currently possible only with TV sets that are connected to the internet.

Why is this a big deal? Combining internet-like delivery/efficiency of advertising with the mass reach of broadcast television would be appealing to advertisers and allow broadcasters to charge higher rates.

Previously on SOTS. ATSC 3.0: What you need to know about the future of broadcast television

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