ITV and FA tested virtual stadium perimeter ads during England game – and no one noticed

The Football Association (FA) and ITV have tested new adtech that will enable regional advertisers to virtually augment themselves over existing in-stadium perimeter ads during match broadcasts.
During the England v Costa Rica warm-up game at Elland Road in Leeds, the perimeter ads at the stadium were UK-specific. However, during the broadcast, Virtual Replacement Technology delivered new augmented regional ads on a feed going to the Americas and on another being fed to Asia, Australasia an