A+E Networks Joins Nielsen’s Live Linear Dynamic Ad Insertion Pilot Alongside CBS

The trial will take place in five cities, beginning next month

Under the new DAI trial, different ads could be served to audiences watching the same live, linear broadcast on CBS or A+E Networks. Nielsen
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Six months after Nielsen teamed up with CBS on a dynamic ad insertion (DAI) test program for live, linear national TV shows, the company is expanding the pilot by bringing A+E Networks on board as well.

Nielsen is also adding semiconductor company MediaTek, which it said powers more than half of all smart TVs, to the live trials that will begin next month in five U.S. markets: New York, Los Angeles, San Francisco, Minneapolis and Tampa.

With these additions, the DAI pilot, which is powered by Gracenote video automatic content recognition (ACR) technology will allow MediaTek’s platforms to deliver addressable advertising capabilities. Nielsen bought Gracenote in 2017.

A+E Networks and CBS will be the first networks to dynamically replace traditional live linear TV ads and promos for shows and networks with targeted spots based on age, gender and advanced demos to help ensure that the right message reaches the right viewer.

There will be a limited number of campaigns involved in the trial at the outset, and that number will expand later, according to a Nielsen spokesperson.

Advertisers and networks will be able to use the DAI offering to maximize the value of their ad inventory while marketers can deliver more personalized advertising, manage ad frequency and exposure and better track return on investment.

“Nielsen recognizes the huge opportunity addressable TV presents for our clients,” said Kelly Abcarian, svp, product leadership for Nielsen, in a statement. “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.”

Nielsen first revealed the pilot in May, announcing during broadcast upfront week that it would collaborate with CBS to offer DAI in live linear national broadcast TV.

At the time, Jo Ann Ross, president and chief advertising revenue officer, CBS Corp, said, “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.”

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV/Media Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.