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ATVI and BCI Digital have announced a strategic partnership to speed up the deployment of HbbTV Targeted Advertising (TA) solutions, helping broadcasters expand addressable television capabilities across connected TV environments.
The collaboration combines ATVI’s expertise in broadcast technology with BCI Digital’s advertising solutions to deliver scalable HbbTV-based addressable TV services. The joint offering is designed to enable broadcasters to insert targeted advertising into linear television streams while maintaining the viewing experience of traditional broadcast TV.
As broadcasters seek new ways to increase advertising revenues, HbbTV Targeted Advertising has become a key technology for delivering personalised campaigns without requiring viewers to leave linear television. By leveraging broadband connectivity alongside terrestrial, satellite or cable broadcasts, broadcasters can serve more relevant advertising based on audience segments and campaign objectives.
The partnership arrives as European broadcasters continue investing in hybrid broadcast-broadband technologies to compete more effectively with digital advertising platforms. Expanding addressable TV capabilities also provides advertisers with greater targeting precision while preserving the scale and premium environment of broadcast television.
The agreement reinforces the growing momentum behind HbbTV across Europe, where hybrid television standards are increasingly supporting the evolution of broadcast advertising into a more data-driven and measurable ecosystem.
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