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Congreso Internacional de la Asociación Española de Investigación de la Comunicación
The television medium has traditionally been the revenue engine for the advertising sector, and the way to build audio-visual culture. The emergence of hybrid television, led by the HbbTV standard, is generating a scenario of increasing interactivity and customization. This research tries to detect the main motivating factors and future trends in the relationship between television and interactive advertising, in a new interactive communication scenario. Methodologically, the qualitativedoi:10.3145/ae-ic-epi.2020.e29 fatcat:4cosaxpdpzanxoqdrbs2y5d6la