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Summary:
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IPTV services provides more interactivity than traditional TV services. As the global IPTV market enters a mature stage, the partner-facing backward payment model, primarily driven by advertising, is gradually becoming a focal point. Traditional TV advertisements primarily focus on advertisement inserted into linear TV and VoD content. But in IPTV system, a more immersive and interactive advertising capability are provided. Besides traditional advertising service, IPTV system may support various forms of advertising service, including targeted advertising service, on-demand advertising service, and interactive advertising service, etc. These innovative advertising services, distinct from traditional TV advertising service, are so-called as "enhanced advertising service" (EAS).
This Draft Recommendation, based on [ITU-T Y.Sup.5], [ITU-T Y.1901], and [ITU-T Y.1910], specifies user scenarios, service requirements, implementation, workflows, and data requirements for implementing EAS under current ITU-T IPTV functional architecture, including IPTV multimedia services and applications, terminal devices, middleware, application event handling, metadata, multimedia application frameworks, and service discovery.
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