We are delighted to share the news that John Bartlett, Founder and CTO of BCi Digital, has been appointed as Chair of the DVB’s Technical Module working group for Addressable/Targeted Advertising (TM-TA).
The DVB Project brings together broadcasters, network operators, manufacturers, and technology providers from around the globe to develop open, interoperable standards for digital media. The TM-TA group plays a central role in the development and maintenance of DVB’s specifications for addressable advertising. Its remit covers both the technical design of the standards themselves and the crucial verification and validation (V&V) work that ensures interoperability across the industry.
“DVB-TA is already making a real impact in enabling broadcasters to compete in the advertising marketplace with addressable, measurable solutions. I’m honoured to chair the TM-TA group and to support the industry in building on this strong foundation.” - JOHN BARTLETT
DVB’s work on addressable advertising (DVB-TA) provides broadcasters, operators, and advertisers with a standards-based framework that enables personalised advertising in both broadcast and broadband environments. DVB-TA is built around three key three specifications:
Defines how opportunities for dynamic ad replacement are signalled within the broadcast transport stream, ensuring that devices and receivers can reliably detect when advertising spots and breaks are available for substitution.
Provides guidance on how broadcasters and platform operators can interface with existing digital advertising decision systems, along with recommended practices for preparing and delivering media assets to optimise the viewer experience. It covers the use of in-market advertising technologies to enable the substitution of broadcast content with IP-delivered adverts, and offers advice on measurement approaches in both horizontal and vertical market deployments.
Extends addressable advertising capabilities into broadband environments by defining how ad opportunities are signalled within MPEG-DASH streams, ensuring consistency between broadcast and OTT delivery.
Together, these standards give the industry a common technical foundation for delivering addressable advertising at scale, while safeguarding interoperability between equipment and services.
With his background in broadcast technology, real-time systems, and advanced advertising solutions, John Bartlett is well placed to lead TM-TA’s ongoing work. At BCi Digital, he has spearheaded the development of platforms such as Ocelot and Opportune, enabling operators and broadcasters to deliver addressable advertising and audience measurement in both traditional broadcast and streaming environments.
As the working group chair, John will guide the TM-TA group as it continues to evolve and support the DVB-TA specifications, ensuring that they remain robust, future-proof, and widely implementable.
Contact us to discover how our expertise in real-time systems, media distribution, and addressable advertising can help you build innovative, scalable solutions that drive real results.
