Nielsen adds A+E Networks to US dynamic ad insertion pilot

Nielsen is expanding its US dynamic ad insertion (DAI) pilot, with A+E Networks to begin replacing advertisements in live linear programming on select networks.

A+E Networks joins previously-announced trialist CBS. The two broadcasters are the first to use the technology to replace linear TV ads – and show and network promotions – with targeted ads.

At the same time Nielsen has added MediaTek to the pilot. The semiconductor firm powers a number of US smart TV brands and will introduce DAI to its smart TV platforms for the first time.

“Nielsen recognises the huge opportunity addressable TV presents for our clients,” said 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 general manager, Mike Chang, said: “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.”

Nielsen’s DAI pilot is powered by Gracenote’s Video Automatic Content Recognition (ACR) technology. Since acquiring Gracenote in 2017, Nielsen has integrated its media recognition technology and metadata into an increasing number of its measurement, analytics and advanced advertising solutions.