Traditional linear ads can now be substituted with internet-based personalized advertising — at least in a world where NEXTGEN TV powered by ATSC 3.0 and in a future Brazilian marketplace. That’s the key takeaway shared by Mirakulo as it wrapped up its presence at the 2025 NAB Show on the West Hall of the Las Vegas Convention Center.
With Run3TV in the marketplace for years now and the voluntary transition to ATSC 3.0 now viewed as too slow for the NAB and broadcast TV’s biggest ownership groups, new monetization opportunities for both broadcasters and advertisers remains front and center.
Introducing Mirakulo, which today is focusing its efforts on Brazil, where a hybrid standard that uses parts of ATSC 3.0 incorporates a DAI technology “already well established in Brazil’s digital TV standard, DTV+ (TV 3.0).”
Thanks to that success, Mirakulo is now bringing this capability to the U.S. market,
enabling broadcasters to fully leverage the convergence between broadcast
and broadband. “With seamless, frame-accurate ad insertion, AstroTV NEXT
ensures an optimal viewer experience while enabling a more effective
monetization model for the industry.” In addition to DAI support, AstroTV NEXT offers an interactive and integrated experience, combining live TV, OTT, advanced audience metrics,
and a HTML5 browser for interactive services.
“Thanks to its integration with the TV tuner, AstroTV NEXT can replace traditional ‘Live TV’
apps, providing a more intuitive and unified navigation experience,” the company shares. “Furthermore, the platform is integrated with Triveni Digital GuideBuilder to ensure precise frame signaling and with INVIDI Pulse to enable ad segmentation based on
user profiles.”
At the show, Mirakulo partnered with V-Nova and Fraunhofer IIS and presented key technologies for the new Brazilian digital TV standard, called DTV+.
Mirakulo CEO David Britto, CEO, Mirakulo. “With DAI being integrated into ATSC 3.0, broadcasters have a new monetization model that aligns with digital advertising trends. This innovation is only possible through collaboration with strategic partners like
Triveni Digital and INVIDI, who help us deliver a more interactive and
personalized TV experience. We are excited to present this solution and open
new possibilities for the broadcasting market.”
