Nielsen’s dynamic ad insertion (DAI) trial is getting two new participants, with smart TV tech vendor MediaTek and cable network A+E Networks joining the pilot.
Nielsen launched the program in May with CBS, using Gracenote Video Automatic Content Recognition (ACR) technology. The live trial is taking place across five major U.S. markets, where MediaTek smart TV platforms―leveraging the ACR tech―will deliver addressable advertising capabilities. More than half of smart TVs are currently powered by MediaTek chips, according to Nielsen.
CBS and A+E Networks will also be the first broadcasters to replace traditional linear TV advertisements on select networks with targeted ads that consider audience gender and age, as well as advanced demographics.
“Nielsen recognizes the huge opportunity addressable TV presents for our clients,” said Kelly Abcarian, senior vice president of Product Leadership for Nielsen, in a statement. “So, we’ve worked hard to create an advanced DAI solution that covers everything from ad targeting to delivery. As the result of our expanded DAI pilot with leading Smart TV platforms and manufacturers and some of the largest broadcast and cable networks, marketers will be able to better realize the value of their advertising inventory, achieve maximum return on their ad spend and viewers will see messages that are most relevant to them.”