• by Wayne Friedman , May 14, 2018

Moving further toward the addressable TV advertising world, CBS Corp. and Nielsen say they will work together to deliver Dynamic Ad Insertion (DAI) for marketers for live, linear national broadcast television on connected TV devices.

Nielsen says the effort will utilize Nielsen Gracenote Automatic Content Recognition (ACR). The technology will be used for ad detection and content insertion on live TV programming on smart TVs.

Gracenote ACR is integrated into millions of smart TVs from major manufacturers. No details were disclosed.

Previously, Nielsen has said around 59% of U.S. homes (about 70 million households) out of 119.6 million TV homes have connected TV devices.

“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,” said Peter Bradbury, executive vice president-managing director of national client solutions for Nielsen.

CBS says it already delivers addressable advertising to millions of users across its digital CBS Interactive platforms. Its OTT brands include CBSN, the digital news network; CBS Sports HQ, a streaming sports news network; and CBS All Access, the subscription video on-demand and live streaming service.

Jo Ann Ross, president/chief advertising revenue officer for CBS Corp., stated the collaboration will help marketers gain better business outcomes.