LAUSR

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.