Nielsen has expanded its dynamic ad insertion (DAI) test program for live, linear national TV shows, bringing in another programming partner, A+E Networks.
Nielsen also said that it's adding a technology partner, MediaTek, which it says makes semiconductors that are in half of the world’s smart TVs.
The program will conduct live trials starting next month in five U.S. markets: New York, Los Angeles, San Francisco, Minneapolis and Tampa.
At its upfront presentation in May, Nielsen announced that it would partner on the test with CBS and Gracenote, the latter of which will contribute its video content recognition technology.
As part of the pilot, A+E Networks and CBS will be the first programmers to dynamically replace 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 VP 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.”
The dynamic ad replacement and delivery platform considers audience gender and age, as well as advanced demographics to deliver addressable advertising. Advertisers and networks will be able to leverage the joint Gracenote-MediaTek DAI solution to expand their traditional linear TV ad offerings and maximize the value of their ad inventory.