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CBS, Nielsen to deliver dynamic ad insertion in live broadcasts

CBS Corp. is partnering with Nielsen Holdings to deliver dynamic ad insertion into live, linear national broadcast television for more targeted marketing campaigns, the companies said May 14.

The dynamic ad insertion service, which will be powered by automatic content recognition technology from Nielsen's Gracenote unit, will use video recognition technology for ad detection and content insertion in live TV, according to a news release. This will allow marketers to target ads by behavioral attributes, for example, as opposed to broader age and gender categories.