Nielsen expands DAI pilot

MediaTek – which currently powers more than 50% of smart TVs – will bring advanced DAI to its smart TV platform for the first time and A+E Networks is joining CBS to begin replacing ads in live linear programming on select networks.

Nielsen’s DAI pilot – which is run by Gracenote Video Automatic Content Recognition (ACR) technology – will allow MediaTek-powered smart TV platforms to deliver addressable advertising in live trials across five major US markets.

As part of this pilot, A+E Networks and CBS will be the first broadcasters to dynamically replace traditional linear TV ads as well as show promotions with targeted ads.

The dynamic ad replacement and delivery platform considers audience gender and age as well as advanced demographics to deliver addressable advertising.

Kelly Abcarian, senior vice-president, product leadership for Nielsen, said: "Nielsen recognises the huge opportunity addressable TV presents for our clients. So, we've worked hard to create an advanced DAI solution that covers everything from ad targeting to delivery."

Nielsen acquired Gracenote in 2017.