Traditional television and internet-delivered television are heading for a merger in a new, next-generation standard. And the result could be a complete overhaul of how cross-channel marketing and ad campaigns are conducted.
The merger is part of version 3.0 of the Advanced Television Systems Committee standard, or ATSC 3.0 for short. Our current HD system is ATSC 1.0, and 2.0 has been skipped in favor of this more advanced incarnation.
Under 3.0 — which is expected to be finalized as a standard this spring — the television signal becomes based on Internet Protocol, the IP family whose most famous member is the internet.
