Nielsen is growing the membership for its U.S. dynamic ad insertion (DAI) pilot, adding the smart TV chipmaker MediaTek and national cable network group A+E Networks.
A+E joins CBS in the Nielsen trial working on replacing advertisements in live linear programming on select networks.
Nielsen’s DAI pilot is using Gracenote Video Automatic Content Recognition technology. The tech is used to allow MediaTek-based smart TV platforms to deliver addressable advertising capabilities in live trials across five U.S. markets.
As part of this pilot, A+E Networks and CBS will be dynamically replacing traditional linear TV advertisements as well as show and network promotions with targeted advertisements.
“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.”
“MediaTek and Nielsen Gracenote have worked closely with leading broadcasters and TV manufacturers to push the boundaries of what MediaTek’s Smart TV platform can do and how it performs for business owners, while still offering secure and innovative experiences consumers expect,” said Mike Chang, general manager of MediaTek, in a statement. “MediaTek’s goal is to give consumers around the globe a smarter TV experience so they can enjoy incredible entertainment and seamless great performance.”
Nielsen acquired Gracenote in 2017 and integrated the company’s media recognition technology, unique IDs and metadata into its measurement, analytics and advanced advertising solutions.