This study introduces a targeted advertisement service in the terrestrial UHD transmission environment by proposing a method to control advertisement exposure in real-time with minimal impact on current systems. The suggested system uses advertisement management information that can be accessed by broadcaster applications. Thus, this article describes the changes that need to be applied in the current UHD system, which provides only linear services, in order to support targeted advertisements. These changes include broadcast applications, non-real-time and hybrid delivery, event delivery, communication between primary device and companion device, and service usage reporting. Laboratory testing of the proposed system confirmed that the receiver changes the order of advertisement exposure according to the advertisement management information delivered in real-time. Furthermore, testing confirmed that the receiver sends service usage reporting data to the server-side that can be monitored by the broadcaster to determine whether viewers are exposed to the advertisement. The proposed system also ensures compatibility with legacy terrestrial UHD receivers and provides seamless synchronization when replacing targeted advertisements.

中文翻译：

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基于应用程序的ATSC 3.0 UHD服务的目标广告系统

这项研究提出了一种在不影响当前系统的情况下实时控制广告曝光的方法，从而在地面UHD传输环境中引入了有针对性的广告服务。建议的系统使用广播管理器应用程序可以访问的广告管理信息。因此，本文介绍了在仅支持线性广告的当前UHD系统中需要应用的更改，以支持目标广告。这些更改包括广播应用程序，非实时和混合交付，事件交付，主设备和配套设备之间的通信以及服务使用情况报告。所建议系统的实验室测试证实，接收方可以根据实时传递的广告管理信息来更改广告曝光的顺序。此外，测试确认接收方将服务使用情况报告数据发送到服务器端，广播公司可以对其进行监视，以确定观众是否接触了广告。所提出的系统还确保了与传统地面UHD接收器的兼容性，并在替换目标广告时提供了无缝同步。