How the Media Industry Can Take Advantage of Next-Gen TV’s Data Freedom

How the Media Industry Can Take Advantage of Next-Gen TV’s Data Freedom

Advertisers and agencies are looking to win big from the next-generation TV broadcast standards, and the implications of these new standards for the media business are immense.

Here’s why: The Advanced Television Systems Committee (ATSC), the industry group responsible for the new standards, has specified an open system for data exchange as part of its next-generation 3.0 broadcast environment. “Open” means that the underlying technology is publicly disclosed – signaling a shift away from closed, proprietary solutions for data.

For broadcasters, the new standards give them the freedom to tap into the power of the internet to have viewership data reside on their systems or with their choice of an outside vendor.

And since their data is no longer held captive by whoever deploys a proprietary set-top box or metering device, the data and vendor portability they gain eliminates high costs and inefficiencies tied to specific data-processing vendors or from obsolete measurement silos.

And advertisers can use the same standards and the same technology to get the same benefits.

This newfound capability allows broadcasters and advertisers alike to:

  • Establish a critical direct, IP-enabled two-way connection with viewers
  • Designate a server to connect to a TV, tablet, computer or smartphone
  • Redirect the data flow to an alternate server at any time

The standard provides even more freedom than current systems for advertisers, allowing them to designate a return path to redirect metadata for spots already in distribution to their servers.

This makes the information directly accessible for analysis and business intelligence applications. And with the technology incorporated inside next-generation TVs and other viewing devices, advertisers will benefit from millions of reporting devices.

Although the ATSC 3.0 transition is only beginning, certain elements are already rolling out. In fact, the technology enabling some of these new realities is compatible with today’s broadcasting environment and can be used by advertisers and TV stations now.

Verance, whose audio watermark was selected as a key component of the next-generation standard, has partnered with local broadcasters in six markets to prove the power of data freedom. Stations belonging to Cox Media, Scripps, Graham Media, Hearst Television, TEGNA, Meredith, Raycom Media, Fox, Capitol Broadcasting, NBC, Univision and Telemundo are among those using the technology offered as Verance® Aspect™ in their broadcasts.

The widespread interest in Aspect, one of the first ATSC 3.0 technologies to go to market, lies in what makes it so unique: it differs from all other content recognition and measurement technologies currently used in the advertising and broadcasting industries.

Most of these automated content recognition (ACR) technologies are proprietary and create isolated, incomplete and exclusive datasets to serve as the oxygen-depleted lifeblood of the media business. Others are simply limited in their capacity for advanced data capabilities.

Now, with the early arrival of an ATSC 3.0-connected world, advertisers will be able to broaden their control over two-way, addressable data and quickly adapt to a changing market.

About the Author

Credit: Verance

Jay S. Guyther is a 35-year media and audience measurement executive with extensive experience in ACR technologies. During his 25-year tenure with Arbitron, Jay oversaw the development and implementation of the PPM audience measurement system for radio, and has consulted on other industry initiatives concerning audio watermarking and fingerprinting technologies. He can be reached at


Verance® ASPECT™ is an audio watermarking technology that enables broadband features on broadcast television by enabling advanced, census-level audience measurement, personalization, interactivity and addressable advertising across all screens and distribution paths. Selected as a foundational component of the Next Generation TV standard, ATSC 3.0, Aspect is fully compatible with the ATSC 1.0 broadcasting environment and currently being tested by the Pearl TV Business Alliance, FOX, NBC Connecticut/WVIT, and Univision.

Verance content measurement and enhancement technologies are at the forefront of innovation and set the industry standard for television, movies and music. Our solutions have been adopted by over 100 leading entertainment and technology companies and deployed in over 270 million consumer products worldwide. To learn more, visit us at

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