New Partner Boosts Nielsen Addressable Ad Pilot

Nielsen has announced a deal with semiconductor company MediaTek, expanding its US pilot of Dynamic Ad Insertion (DAI), which uses technology from Nielsen's Gracenote subsidiary and allows targeted advertising on Smart TVs.

MediaTek, which enables 1.5 billion connected devices each year, will now bring advanced DAI to its platform for the first time. Two broadcasting groups - A+E Networks and CBS - are set to begin replacing standard ads in live linear TV programming with the targeted ads, on selected networks.

The pilot uses Gracenote Video Automatic Content Recognition (ACR) technology, across five major US markets. The platform considers audience gender and age as well as advanced demographics, allowing advertisers to maximise the value of their ad inventory. It will also help with management of ad frequency and exposure, and tracking of ROI.

Nielsen SVP Product Leadership Kelly Abcarian (pictured) says the company recognizes the 'huge opportunity' addressable TV presents for clients: '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'.

Web sites: www.mediatek.com and www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.