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


Want the latest insights from around the video advertising industry?
Subscribe to our State of the Screens Newsletter.


Thank you

We have received your message and will be in touch shortly.


Contact Us