DTG announces formation of dedicated IP Advertising Working Group

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Purpose

Following the DTG IPTV advertising workshop in July, the DTG has released IP Advertising: Aligning Tech, Experience and Value, a new report which highlights several priority areas for industry action (listed below). The pan-industry collaborators and contributors concluded that collective focus could deliver tangible progress in unlocking the full potential of IP delivered advertising.

To achieve this the DTG is establishing an IP Advertising Group to accelerate progress toward a scalable, interoperable, and trusted IP-delivered advertising ecosystem. This nine-month initiative will convene stakeholders across the value chain to deliver practical frameworks, guidance, and shared terminology that move the industry beyond pilots and fragmented efforts into coordinated, standards-based implementation.

Objectives

Through a monthly hybrid meeting format, the group will focus on five priority areas identified in the July workshop:

1. Measurement
   • Develop a trusted, interoperable measurement framework.
   • Blend cross-platform consistency with digital-level precision.
2. Interoperability & Implementation Guidance
   • Address inconsistent standard adoption.
   • Produce reference implementations, conformance testing, and practical guidance.
3. Metadata Standardisation
   • Harmonise structures for targeting, compliance, personalisation, and discoverability.
   • Unlock scalable and dynamic advertising opportunities.
4. Consent Management & Data Governance
   • Identify accessible, transparent, and accountable tools.
   • Ensure smaller broadcasters remain included while preserving consumer trust.
5. Commercial Model Alignment
   • Define sustainable incentives across broadcasters, platforms, and OEMs.
   • Encourage collaboration on shared value to accelerate adoption.

Cross-cutting focus: Ensure collective understanding of emerging technologies such as generative AI to anticipate interoperability and deployment challenges.

How the Group Will Work

• Format: Online/in person hybrid meetings every month.
• Deliverables:
  • High-level reference framework diagram.
  • Practical guidance documents across each priority area.
  • Shared sector-wide terminology.
  • A comprehensive overview of IP advertising deployment with key challenges and recommendations highlighted.

DTG facilitators will assist in forming agendas, meeting logistics and organisation and all report writing/output creation.

Duration: 9 months

Kick-off: October 2025 

Please note DTG Working Groups are open to DTG members only.