VERANCE DVB-TA User manual

verance.com © 2021 Verance Corporation, Confidential
DVB/HbbTV Webinar:
Using Targeted Advertising on Broadcast Television, Part 2
April 28, 2021
Looking Forward:
DVB-TA using Watermarking

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verance.com © 2021 Verance Corporation, Confidential
Participating Operators can use
DVB-TA signalling to activate
their TA-enabled STBs
DVB-TA using Participating Operator Equipment (“vertical” market)
HDMI connection
DVB-TA signalling
translated or used
by operators

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verance.com © 2021 Verance Corporation, Confidential
Participating Operators can use
DVB-TA signalling to activate
their TA-enabled STBs
DVB-TA using Broadcast (“horizontal” market)
HbbTV TA televisions can use
DVB-TA signalling received
from broadcast
HDMI connection
DVB-TA signalling
translated or used
by operators
DVB-TA signalling
delivered directly
to HbbTVs

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verance.com © 2021 Verance Corporation, Confidential
Participating Operators can use
DVB-TA signalling to activate
their TA-enabled STBs
DVB-TA using Watermarking
HbbTV TA televisions can use
DVB-TA signalling received
from broadcast
HDMI connection
DVB-TA signalling
translated or used
by operators
DVB-TA signalling
delivered directly
to HbbTVs
HbbTV TA+ADB2 televisions can use
DVB-TA signalling received via watermarking
through Non-Participating Operator Equipment
HDMI connection
DVB-TA signalling
delivered
via watermarking

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Many Viewers are Reachable Only with Watermarking
DVB Study Report Estimates, 2018
Denmark
>30%
Australia
>10%
France
>30%
Sweden
>70%
Finland
>30%
Singapore
>30%
Italy
>15%
Spain
>15%
Norway
>30%
UK
>30%
Germany
>20%
Poland
>50%
Netherlands
>70%

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verance.com © 2021 Verance Corporation, Confidential
Consumer
Receiver
Operator
Broadcaster
Playout
System
Automation
System
Manual
Control
VANC
Injector
Scheduling
System
Watermark
Embedder
IP
SCTE 104
HD-SDI HD-SDI
SCTE 104
DVB TS
WM
Transcoder /
Multiplexer STB / PVR
DAS App
HDMI
WM
Application
Server
IP
Encoder /
Multiplexer
HD-SDI
WM
SCTE 104
Broadcaster Deployment Model for Watermarking
►Standards-based audio and video watermarking passes through all legacy equipment and interfaces
►Watermarks enable DAS app discovery, frame-accurate timeline, and stream event delivery
►Watermark capabilities are supplemented by broadcaster-controlled application servers
Generates TA signalling

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verance.com © 2021 Verance Corporation, Confidential
Consumer
Receiver
Operator
Broadcaster
Playout
System
Automation
System
Manual
Control
VANC
Injector
Scheduling
System
Watermark
Embedder
IP
SCTE 104
HD-SDI HD-SDI
SCTE 104
DVB TS
WM
Transcoder /
Multiplexer STB / PVR
DAS App
HDMI
WM
Application
Server
IP
Encoder /
Multiplexer
HD-SDI
WM
SCTE 104
Broadcaster Deployment Model for Watermarking
►Standards-based audio and video watermarking passes through all legacy equipment and interfaces
►Watermarks enable DAS app discovery, frame-accurate timeline, and stream event delivery
►Watermark capabilities are supplemented by broadcaster-controlled application servers
Converts TA signalling into
watermarks and
broadband messages

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verance.com © 2021 Verance Corporation, Confidential
Consumer
Receiver
Operator
Broadcaster
Playout
System
Automation
System
Manual
Control
VANC
Injector
Scheduling
System
Watermark
Embedder
IP
SCTE 104
HD-SDI HD-SDI
SCTE 104
DVB TS
WM
Transcoder /
Multiplexer STB / PVR
DAS App
HDMI
WM
Application
Server
IP
Encoder /
Multiplexer
HD-SDI
WM
SCTE 104
Broadcaster Deployment Model for Watermarking
►Standards-based audio and video watermarking passes through all legacy equipment and interfaces
►Watermarks enable DAS App discovery, frame-accurate timeline, and stream event delivery
►Watermark capabilities are supplemented by broadcaster-controlled application servers
TA is performed under
broadcaster DAS App control,
discovered via watermarking

9
verance.com © 2021 Verance Corporation, Confidential
Consumer
Receiver
Operator
Broadcaster
Playout
System
Automation
System
Manual
Control
VANC
Injector
Scheduling
System
Watermark
Embedder
IP
SCTE 104
HD-SDI HD-SDI
SCTE 104
DVB TS
WM
Transcoder /
Multiplexer STB / PVR
DAS App
HDMI
WM
Application
Server
IP
Encoder /
Multiplexer
HD-SDI
WM
SCTE 104
Broadcaster Deployment Model for Watermarking
►Standards-based audio and video watermarking passes through all legacy equipment and interfaces
►Watermarks enable DAS App discovery, frame-accurate timeline, and stream event delivery
►Watermark capabilities are supplemented by broadcaster-controlled application servers
Watermarks are
supplemented with
broadband signaling

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verance.com © 2021 Verance Corporation, Confidential
Standardization status
►ATSC A/334 “Audio Watermark Emission Specification”
►ATSC A/335 “Video Watermark Emission Specification”
►ATSC A/336 “Content Recovery in Redistribution Scenarios”
►DVB Blue Book A/178-1 Rev. 1 “Dynamic substitution of content in
linear broadcast” (2/2021)
►ETSI TS 103 464 v1.2.1 (2020-05) “Hybrid Broadcast Broadband TV:
Application Discovery over Broadband”
►ETSI TS 103 736-1 v1.1.1 (2020-06) “Hybrid Broadcast Broadband TV:
Targeted Advertising; Part 1: Functional requirements”
►Revisions to ETSI TS 103 464 to support DVB-TA using watermarking are in
preparation for publication by HbbTV in Summer 2021.