More focus on addressable advertising

October 2018, January 2019 and July 2019

Several broadcasters have announced they will use the HbbTV 1.5. specs for addressable TV advertising. Examples are Pro Sieben in Germany and France Televisions in France.

Other broadcasters, like ITV in the UK, have announced to grow their addressable advertising efforts on their streaming services.

As the market is going to more streaming via the internet, we will see more focus on target video advertising, next to subscription streaming services.