CBS, Nielsen bring DAI to US broadcast | Ad Tech | News | Rapid TV News
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Broadcaster CBS and measurement firm Nielsen are collaborating on dynamic ad insertion (DAI) for live linear national broadcast television in the US.

cbs 17 may 2018Powered by Nielsen Gracenote’s automatic content recognition (ACR) technology, the platform will use frame-accurate video recognition for what the partners say will be precise ad detection and content insertion into live TV.

CBS is already delivering addressable advertising to millions of users across CBS Interactive’s portfolio of digital properties, including its OTT brands: CBSN, the 24/7 digital news network; CBS Sports HQ, a 24-hour streaming sports news network; and CBS All Access.  

“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,” commented Jo Ann Ross, president and chief advertising revenue officer at *CBS. “This will create a more relevant ad experience for our viewers and better outcomes for our clients.”

Gracenote’s capabilities will allow CBS to offer impressions segmented by behavioural attributes, beyond age and gender, within a live national television programme.

“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,” added Peter Bradbury, EVP and MD for National Client Solutions at 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.”