The Czech technology company R2B2, operator of R2B2 Multiscreen, a programmatic advertising network that includes Internet content as well as eight Czech TV stations, is introducing the biggest news of 2017 – content targeting for ads on HbbTV.
Content targeting has been primarily associated with the Internet. But now it is on TV as well, and thus this long-awaited innovation is expanding the possibilities of programmatic ad space buying. Advertisers can refine targeting according to criteria which correspond to the programs that viewers are currently watching. In practice this means that ads will only run during programs which correspond to the selected targeting. Advertisers can choose from various genres and themes, or even on the basis of sociodemographics…