It is an object to provide a transmitting apparatus, a receiving apparatus, and a transmission system that are capable of performing an image quality adjustment process on a partial region of interest (ROI) segmented from a captured image. The transmitting apparatus includes a controlling section that controls acquisition of image quality adjusting information including information for use in adjusting image quality of each of a plurality of ROIs, and a transmitting section that sends out image data of the plurality of ROIs as payload data and sends out ROI information of each of the plurality of ROIs as embedded data.