This means advertisers will be able to better target individual viewers with relevant ads instead of serving all of them the same campaign.
Gracenote, an entertainment data and technology company acquired by Nielsen in 2016, will use its automatic content recognition software to power DAI.
The partnership will allow CBS to offer impressions segmented by behavioral attributes, beyond age and gender, within a live national television program to advertisers.
"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," said Jo Ann Ross, president and chief advertising revenue officer of CBS Corporation, in a statement. ”This will create a more relevant ad experience for our viewers and better outcomes for our clients.”
Peter Bradbury, executive vice president and managing director of national client solutions at Nielsen, added: ”As TV becomes more digitally delivered, Nielsen is on the forefront of innovation in bringing our clients unique capabilities that will continue to drive the value of advertising on television. 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."