CBS and Nielsen collaborate on dynamic ad insertion

The move toward addressable advertising will be powered by Nielsen Gracenote ACR (Automatic Content Recognition) and will use video recognition technology for precise ad detection and content insertion.

By using Gracenote ACR products (it is integrated into millions of smart TVs), CBS can  offer advertisers impressions segmented by behavioural attributes, beyond age and gender, within live national television programmes.

CBS has introduced addressable advertising to users across its interactive portfolio of digital properties including OTT brands such as its digital news network, CBSN; 24-hour streaming sports news network, CBS Sports HQ; and its subscription video on-demand and live streaming service, CBS All Access.

Jo Ann Ross, president and chief advertising revenue officer, CBS Corporation, said: "CBS has been at the forefront of using Nielsen data and measurement to prove the value of television, and now we are working on taking the next step with Nielsen to go beyond age and gender by bringing targeted dynamic ad insertion to national live TV inventory.

"This will create a more relevant ad experience for our viewers and better outcomes for our clients."