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Exploiting MPEG-4 Capabilities for Personalized Advertising in Digital TV

Abstract:

The object-oriented vision of multimedia contents enabled by MPEG-4 brings in an opportunity to revolutionize the state-of-the-art in TV advertising. In this chapter, we discuss a model of "dynamic product placement" that consists of blending the TV programs with advertising material selected specifically for each individual viewer, with interaction possibilities to launch e-commerce applications. We give an architectural overview of a system that realizes this idea, followed by details of the MPEG-4 modules and the accompanying tools we have developed for Digital TV providers and content producers. Finally, we include a report of experiments that sustain the technical feasibility of the proposal. © 2011 John Wiley & Sons, Ltd.