CBS and Nielsen are working on a collaboration that will deliver Dynamic Ad Insertion (DAI) in live linear national broadcast television in the US, helping to actualise and progress addressable advertising. Powered by Nielsen Gracenote ACR (Automatic Content Recognition), the solution will use frame-accurate video recognition technology for precise ad detection and content insertion in live TV.
“CBS has been at the forefront of using Nielsen data and measurement to prove the value of television, and now we are working on taking the next step with Nielsen to go beyond age and gender by bringing targeted dynamic ad insertion to national live TV inventory,” said Jo Ann Ross, President and Chief Advertising Revenue Officer, CBS Corporation. “This will create a more relevant ad experience for our viewers and better outcomes for our clients.”
Gracenote ACR is integrated into millions of smart TVs from major manufacturers, and uses anonymised information from smart TVs with advanced personalisation features. By leveraging Gracenote ACR products, along with Nielsen’s industry-leading solutions, CBS and Nielsen will be able to make the idea of delivering a complete DAI platform into a reality. This will give CBS an ability to offer impressions segmented by behavioural attributes, beyond age and gender, within a live national television program to advertisers, allowing them to reach the appropriate segments of households with the most relevant ad creative.
“As TV becomes more digitally delivered, Nielsen is on the forefront of innovation in bringing our clients unique capabilities that will continue to drive the value of advertising on television,” said Peter Bradbury, Executive Vice President and Managing Director, National Client Solutions, Nielsen. “Nielsen, through its acquisition of Gracenote, will leverage patented technology to replace linear ad spots on individual Smart TV sets to offer more advanced advertising capabilities to brands.”
Ross continued: “Advertisers want to reach a precise audience, viewers want relevant advertising, and CBS wants to make the best use of every ad impression. This initiative will deliver for everyone – a true win-win-win.”