Nielsen expands dynamic ad insertion pilot with MediaTek, A+E Networks | Ad Tech | News | Rapid TV News
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Leading smart TV technology provider MediaTek and national US cable network A+E Networks are to join CBS as part of Nielsen Gracenote’s dynamic ad insertion (DAI) pilot to deliver addressable advertising capabilities across five major US markets.
DAI Gracenote 29Nov2018
The DAI pilot has at its heart Gracenote video automatic content recognition (ACR) technology and will now enable MediaTek-powered smart TV platforms while A+E and CBS will be the first broadcasters in the industry to dynamically replace traditional linear TV advertisements as well as show/network promotions with targeted advertisements to ensure the right message reaches the right viewer at the right time.

The dynamic ad replacement and delivery platform considers audience gender and age as well as advanced demographics to deliver on the promise of true addressable advertising. Gracenote says that advertisers and networks will be able to use the DAI solution to expand traditional linear TV ad offerings and maximise the value of ad inventory. At the same time, it says, advertisers can deliver more personalised advertising, manage ad frequency and exposure, and better track ROI.

“Nielsen recognises the huge opportunity addressable TV presents for our clients,” commented Kelly Abcarian, senior vice president, product leadership for Nielsen. “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 realise 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,” add Mike Chang, general manager of MediaTek. “MediaTek’s goal is to give consumers around the globe a smarter TV experience so they can enjoy incredible entertainment and seamless great performance.”