- AdTech applied to CTV and HbbTV Broadcast Advertising
The television advertising ecosystem is undergoing a major transformation. Traditional linear TV is evolving into a data-driven and addressable environment thanks to Connected TV (CTV) and HbbTV technologies. Advertisers are no longer limited to generic mass campaigns: today, television advertising can be automated, segmented, measurable, and optimized in real time. At the center of this evolution is the AdTech ecosystem, a set of technologies that automate the buying, selling, delivery, and measurement of advertising inventory across digital and television environments…. View Article - What is HbbTV and How It Improves Audience Measurement
What is HbbTV? HbbTV Association (Hybrid Broadcast Broadband TV) is an international standard that combines traditional broadcast television with broadband internet services. It enables Smart TVs and connected TV devices to deliver interactive experiences, advanced advertising, and real-time analytics directly through the television screen. HbbTV is widely adopted across Europe and is becoming a key technology for broadcasters, advertisers, and media measurement companies because it bridges the gap between linear TV and digital data capabilities. According to HbbTV.org, the standard allows… View Article - CTV vs. OTT: The Ultimate Guide to Understanding the New TV Ecosystem in 2026
In today’s media landscape, acronyms seem to multiply faster than audiences. If you are an advertiser or a broadcaster, understanding the difference between OTT (Over-the-Top) and CTV (Connected TV) is not just a matter of semantics — it is a matter of profitability. 1. OTT: The “What” and “How” Content Is Delivered OTT refers to the method of delivering video content over the internet, “on top of” traditional cable or satellite platforms. 2. CTV: The “Where” Content Is Consumed CTV… View Article
