Targeted Advertisement Luke Fay Sony Lucas Gregory Mickael Raulet ATEME ATSC 30 Overview goals Better spectrum efficiency Higher quality 4K HDR Immersive audio Breadth of consumption devices not just TVs Both Fixed amp Mobile ID: 1046336
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2. ATSC 3.0 Personalized Targeted AdvertisementLuke Fay (Sony), Lucas Gregory, Mickael Raulet (ATEME)
3. ATSC 3.0 Overview : goalsBetter spectrum efficiencyHigher quality – 4K, HDR, Immersive audioBreadth of consumption devices, not just TVs – Both Fixed & MobileRobust transmission – Tradeoff quality / reach – Content ProtectionPersonalization, Interactivity – Augment Broadcast with broadband
4. ATSC 3.0 Overview : main features and technologiesScreen is a web pageHTML5Transmission(Physical Layer)ProtocolsPresentationApplicationsNew Video & Audio codecHEVC, HDRNext Generation AudioTransmission robustnessNew modulationLayered transmissionLeveraging IP / InternetIP-based protocols – OTT-likeInteroperability with IP devicesBrowser-like behaviorInteractivity / PersonalizationInternet based service augmentationAdditional subtitlesDRMEmergency Alert (AWARN)UHD & HD multicastHDRImmersive audioDRMInternet protocolsDASHMMTOrthogonal Frequency Division Modulation (OFDM)SoftwareVideos and soundsStream and FilesBits over the air
5. Broadcast vs BroadbandSource: Limelight Networks, “The state of online video 2019”, 2019
6. Broadcast/Broadband hybridization (1/3)BroadcastHigh QoSDedicated channels (terrestrial, cable and satellite) and legacy infrastructures Lower QoENo personalization, linear and fixed TV schedulesBroadcastHigh QoECustomized content at any time and placeLower QoSRelies on low warranty network
7. Broadcast/Broadband hybridization (2/3)
8. Broadcast/Broadband hybridization (3/3)
9. Interactivity and Personalization : Why ?Broadcast TV programTargeted Ad 2Targeted Ad 1ATSC 1.0Pictures, Graphics and Sound are “burned in”Same experience for entire audienceStationLogoBurned-in StatsHTML5/Internet overlay graphicsDynamic Ad Insertion Personalized Graphics/ InteractivityImmersive Audio - user control of tracks and mixAudience Measurement capabilitiesATSC 3.0
10. Conceptual Targeted Personalized Advertisement workflowATSC3.0 SFN GatewayATSC3.0 demodOTTEncoderHEVCAC-4Packager MPDSegmentsSchedulerSFN SynchronizationPLP allocationModulatorModulatorOTT playerDASHATSC3.0 receiverATSC3.0 demodHTML5.0 applicationsInternet service personalizationAd replacementIPSDI<P0> <segment template $number.m4s\><\P0><P1 xlink onload “urn:ad1”> <!-- future --> <segment template $number.m4s\><\P1><P2 xlink onload “urn:ad2”> <segment template $number.m4s><\P2><P3> <segment template $number.m4s><\P3>Ad server ad#1<P0> <segment template $number.m4s\><\P0>Ad server ad#2<P0> <segment template $number.m4s\><\P0>DASH: Multiple period defining period of Live period of Ad replacementFor MMT: Non normative side informationcan be used as Timeline for DAI insertionEncapsulatorDASH/ROUTEMMT (mpu) / MMTPOrigin ServerLocation externalOR inlineIP
11. DASH with multiple Periods and xlinks 1/2
12. DASH with multiple Periods and xlinks 2/2<MPD … availabilityStartTime="2017-10- 12T23:02:18Z" minBufferTime="PT1.5S“ minimumUpdatePeriod="PT0S " "type="dynamic" xsi:schemaLoca on="urn:mpeg:dash:schema:mpd:2011 DASH-MPD.xsd"> <Period dura on="PT29.029S" id="p15" start="PT2876H38M22.154S"> <AdaptationSet maxFrameRate="60000/1001" ...> <Representation bandwidth="6000000" ...> <SegmentTemplate dura on="90090" ... mescale="90000"/> </Representation> </AdaptationSet> </Period> <Period duration="PT1M0.06S" id="p16" start="PT2876H38M51.183S" xlink:actuate="onLoad" xlink:href="atsc3://foo"> <AdaptationSet maxFrameRate="60000/1001" ...> <Representation bandwidth="6000000" ...> <SegmentTemplate dura on="90090" ... mescale="90000"/> </Representation> </AdaptationSet> </Period> </MPD>
13. Client side content replacementATSC3.0 receiverATSC3.0 demodulationA/V decodingHTML5.0 application renderingReplacement Ads providerFetch a personalized adATSC 3.0 channelVideo, Audio componentsNon-Real-Time application(s)Broadcast networkBroadband network
14. Targeted advertisement based on location
15. Other hybridization use cases 1/2Frame accurate content enhancement via broaband with SHVC encodingATSC3.0 ModulationROUTESLS/SLT signalingUHD streamBase Layer over BroadcastFetch ELSHVC encode :Base Layer = HDp60Enhancement Layer = UHDp60Enhancement Layer over BroadbandDecode BLVideo/Audio encoding and packaging
16. Other hybridization use cases 2/2Supplementary audio channels delivery over broadbandATSC3.0 ModulationROUTESLS/SLT signalingUHD streamBase Layer over BroadcastAudio encode :5.1 audio bedSupplementary audio channels :German commentariesFrench commentaries Supplementary surround audio channelsSupplementary audio over BroadbandVideo/Audio encoding and packaging
17. NAB Plugfests hosted by News-Press & Gazette Company Tested technologies :SHVCNext Generation AudioDynamic content replacementSigned applicationsAWARN
18. This paper is available in the 2020 BEIT Conference ProceedingsPurchase access at nabpilot.org/proceedings