4A's SET TOP BOX SURVEY RESULTS - American Association of ...

Yes, Kantar Media Audiences is currently the research agent supplying DIRECTV with
the method, metrics, sampling and reporting for their newly launched addressable ad
platform.
Briefly, the DIRECTV addressable ad architecture is designed to deliver targeted
advertising on addressable capable STBs. During a campaign flight, the STB replaces
regularly scheduled ads with ads stored on the STB based on a household‘s specific target
profile. The basic principle is that an ad-capable STB detects a digitally transmitted
trigger and creates an ad playlist from a library of targeted ads. The software within the
STB then decides which ads to display within established criteria. STB-specific
attributes, defined by the household composition, are defined and transmitted to the STB
where it is stored on the device‘s hard drive. New ads regularly transmitted and stored on
STBs, while current ads are inserted into live programming, playback and ―trick mode‖
streams, including while fast forwarding, rewinding or paused. Our systems
automatically construct and maintain samples specific for each target group used for
addressable advertising. Required metrics are made available automatically via Web
services to the appropriate client systems.
Inventory management is proprietary to DIRECTV.
All of the above.
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