How TV 3.0 Is Transforming Ad Monetization in Brazil

A new era for television and monetization

Brazil’s broadcasting landscape is on the verge of a major transformation. With TV 3.0 (DTV+) preparing to reshape how television is transmitted, monetized, and experienced, operators and broadcasters are rethinking their business models to stay relevant in a hybrid, data-driven environment.

TV 3.0 combines the reliability of broadcast with the flexibility of broadband. It enables targeted, addressable advertising, personalized content experiences, and new opportunities to increase viewer engagement. But as technology evolves, so do the challenges of managing ads across multiple platforms, standards, and delivery networks.

According to the Fórum SBTVD’s 2025 roadmap, TV 3.0 implementation is already underway in several pilot cities, with a nationwide rollout expected by 2026.^[1]

From linear ads to dynamic ad insertion

For decades, the broadcast ad model relied on spot advertising – fixed schedules and the same ad reaching millions of viewers. While effective, it offered limited flexibility and measurement.

Today, dynamic ad insertion (DAI) changes that equation. DAI enables real-time ad replacement across linear, satellite, and IP-based channels – placing the right ad in front of the right audience, without interrupting the viewer experience.

In Brazil, this evolution aligns perfectly with TV 3.0 (DTV+), which introduces capabilities like hybrid broadcast/IP delivery, regionalized targeting, and enhanced audience reporting. For operators, it’s a way to modernize without losing legacy revenue – maintaining spot ad models while adding programmatic and contextual monetization.

At IBC 2025, broadcasters highlighted the need for backend-agnostic ad platforms that support dynamic ad insertion across linear and IP delivery – a model central to Brazil’s hybrid TV 3.0 approach.

The challenges ahead for broadcasters

Transitioning to TV 3.0 is not just about upgrading transmitters. It involves new workflows, ad ecosystems, and operational models. Among the main challenges:

• Fragmented ad operations: managing multiple ad systems across satellite, broadcast, and IP networks
• Integration complexity: ensuring compatibility between legacy infrastructure and new ad technologies
• Revenue protection: sustaining existing ad income while introducing programmatic models
• Regulatory and privacy compliance: adopting targeting tools that respect audience data standards

Operators also face pressure to deliver more personalized advertising with fewer resources – especially as consumer habits shift toward streaming and mobile viewing.

SET’s 2025 technical papers emphasize the urgency for broadcasters to adopt backend-agnostic ad platforms capable of operating in hybrid environments, as required by TV 3.0 workflows.^[2]

Satellite broadcasters and the path to addressability

Brazil’s vast geography means satellite remains vital. TV 3.0 recognizes that, supporting addressable advertising via regional targeting and hybrid OTA/IP synchronization.

For satellite broadcasters, this opens a path to localize campaigns and compete more directly with digital platforms – moving from one-size-fits-all broadcasting to a more dynamic, data-enabled model. Integrating these capabilities requires flexible, backend-agnostic ad platforms that bridge the gap between broadcast and broadband.

Why Enghouse Networks is part of the TV 3.0 journey

At Enghouse Networks, we understand that monetization strategies must evolve with technology.

Enghouse’s Advanced Advertising Platform is fully compatible with all TV models, including ATSC 3.0 and Brazil’s TV 3.0 (DTV+), helping broadcasters and operators manage spot, dynamic, and programmatic ads in a unified environment.

It simplifies the ad lifecycle – from creative ingest and workflow automation to real-time targeting and delivery – while integrating seamlessly with existing systems. That means fewer operational barriers and better ad yield as broadcasters adapt to TV 3.0.

The future of advertising is hybrid

As Brazil accelerates its transition to TV 3.0, the opportunities for innovation, efficiency, and monetization have never been greater.

Broadcasters and operators who invest in flexible, future-ready ad infrastructure today will be positioned to lead the market as new standards go live. Whether you operate linear channels, FAST services, or a combination of both, the future of advertising is hybrid — and adapting to TV 3.0 will be critical for long-term competitiveness.