Abstract

Dynamic Ad Insertion (DAI) is a technology that has the potential to revolutionize the TV advertising market. It makes it possible to reach viewers of traditional linear television with personalized commercial messages. As a result, they can individually receive a different, closely matched set of advertisements during a commercial break. The legal status of a television program containing personalized commercials raises concerns due to the fact that the current legal framework is not adjusted to recent technological changes. The article addresses legal issues that arise with respect to the discussed technology.