Nielsen’s dynamic ad insertion (DAI) pilot program got a big boost today, as MediaTek signed on, as did A+E Networks. Before unpacking this news, a refresher for those who haven’t heard about this program before.
In May, Nielsen and CBS announced they would work together to offer DAI for live linear national programming, using a system powered by Gracenote’s automatic content recognition (ACR). Nielsen acquired Gracenote in 2017, and its ACR is integrated in millions of connected TVs. This partner plan would let CBS advertisers reach highly targeted households across the country.
CBS already offers addressable ads on its digital platforms, including subscription service CBS All Access, online news network CBSN, and online sports network CBS Sports HQ.
Today’s news adds MediaTek to the mix, significant because this semiconductor company’s connected TV platform powers over half of the connected TVs on the market, and is used by all leading connected TV brands in the U.S. A+E Networks is signing on, as well, giving advertisers the ability to replace live ads on some of its channels. The trial will take place in five major U.S. markets.
“Over the last few months, we’ve been focused on creating a solid foundation for this first-of-its-kind DAI trial, including getting the right broadcast and technology partners on-board,” says Jason Bolles, managing director of video personalization at Gracenote. “The addition of MediaTek now provides us access to a greater number of smart TVs in the market and the combination of A+E Networks and CBS affords us the ability to test a wider range of creative across different types of programming required for a successful pilot.”
Nielsen says DAI for live linear represents a huge opportunity to its clients. Its solution covers ad targeting and delivery, and should help advertisers reap a greater value from their ad budgets. Viewers might like the results, as well, as they’re more likely to see commercials that are relevant to their needs and interests.