As we’ve been reporting over the past year or so, the wait for addressable advertising in the linear TV space is over. Fueled by the mass adoption of smart-enabled television sets and consumers’ increasing desires for unique experiences, a handful of programmers are leveraging data and targeting capabilities to deliver personalized ads within the traditional, linear TV environment. The pool of programmers in this space, however, is about to get much bigger, following the announced beta release of Nielsen’s Addressable TV platform, which includes A+E Networks, AMC Networks, CBS, Discovery, FOX, NBCUniversal and WarnerMedia.
This special episode of the Database podcast, recorded during CES last week, features Kelly Abcarian, General Manager for Nielsen’s Advanced Video Advertising Group, and Dan Callahan, SVP of Data Strategy and Innovation at FOX. Together, they talk about what the beta release of Nielsen’s Addressable TV platform means for the industry, as well as what addressable advertising in the linear TV realm will look like—and offer to brands looking to introduce more of a personalized experience to TV viewers.