DTG представил рамочную модель для стандартизации рекламы по IP-каналу

DTG framework maps the future of IP-delivered TV advertising September 9, 2026 Ahead of IBC 2026, the Digital TV Group (DTG) has launched a new industry Framework designed to help television advertising realise the opportunities created by the transition to IP delivery while addressing the technical, operational and commercial complexity that accompanies it. The DTG Interoperability & Transition Framework for IP-Delivered Television Advertising is the outcome of an eight-month collaborative programme involving more than 50 organisations from across the television advertising ecosystem. Contributors included broadcasters, media owners, platform operators, advertisers, agencies, manufacturers, technology providers, standards organisations and other industry stakeholders. As television viewing increasingly spans broadcast, broadband, streaming, Connected TV, FAST and hybrid environments, advertising is evolving alongside it. IP delivery offers opportunities for greater flexibility, addressability, automation, audience understanding and measurement. However, the growing number of technologies, platforms, commercial models and operational workflows also risks creating fragmentation across the advertising ecosystem. The Framework finds that the industry’s principal challenge is increasingly not the absence of technology or standards, but enabling existing capabilities to operate together consistently across different organisations, platforms and delivery environments. Rather than proposing a new technical standard or prescribing a single implementation model, the Framework provides a common, technology-neutral reference model through which the industry can understand the functional components of IP-delivered television advertising, the relationships between them and the information they need to exchange. It is organised around five interconnected functional domains: · Creative, clearance and workflow automation; · Metadata, signals and interoperability; · Trading, decisioning and commercial models; · Delivery infrastructure and execution; and · Measurement and attribution. Identity, consent and privacy are treated as a cross-cutting dimension influencing every part of the advertising lifecycle. The Framework identifies interoperability as both a technical necessity and a commercial opportunity. Greater consistency between systems and processes has the potential to improve campaign effectiveness, increase the use of premium inventory, strengthen advertiser confidence, enable scalable automation and lower barriers to television advertising for organisations of different sizes, including SMEs. Digital TV Group Chief Technology Officer, Alex Buchan, commented: “Television has successfully navigated successive periods of technological change by bringing the industry together around shared challenges, and the transition to IP-delivered television will require the same collaborative approach. Much of the technology needed to support IP-delivered advertising already exists. The task now is to enable those capabilities to operate consistently across an increasingly diverse ecosystem, while preserving the quality, trust and effectiveness that have always distinguished television advertising. This Framework gives the industry a common point of reference from which we can identify practical implementation priorities, improve interoperability and support continued commercial innovation. Its publication marks the beginning of the next phase of work, not its conclusion.” The report makes six strategic recommendations for the industry: 1. Adopt the Framework as a common reference model; 2. Prioritise practical implementation guidance; 3. Strengthen collaboration across the industry; 4. Improve information exchange and interoperability; 5. Support commercial growth through interoperability; and 6. Establish a continuing industry programme. Building on the Framework, the DTG IP Advertising Group will now work with stakeholders to map existing standards and initiatives, identify implementation gaps and prioritise areas where practical guidance could accelerate adoption. The programme will also explore requirements for measurement interoperability, opportunities for collaborative pilots and case studies illustrating successful implementation across different television advertising environments. The DTG thanked Devendra Mishra of Virgin Media O2, who chaired the programme and provided leadership and oversight throughout its development alongside the report’s editorial and technical contributors: Stuart Boorn of Arqiva; Tom Dunning of Snicket Labs and Justin Gupta of Google. Buchan added: “The breadth of involvement in this programme reflects both the importance of the challenge and the industry’s willingness to address it together. We are enormously grateful to Devendra for his brilliant leadership as Chair, to our editorial and technical contributors, and to every organisation and individual that shared their time, experience and expertise. The Framework is stronger because it draws on perspectives from across the entire ecosystem. We now want to build on that collaboration and turn a shared understanding of the challenges into practical progress.”