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Nielsen rolls out beta version of Addressable TV platform

Nielsen Holdings PLC rolled out the beta version of its Addressable TV platform.

As part of the launch, A+E Networks, AMC Networks Inc., CBS (US), Discovery Inc., Fox Corp., NBCUniversal LLC, Warner Media LLC and other programmers will test the service by running addressable ad campaigns and evaluating how it interoperates with current and evolving workflows.

Accordingly, participating networks will plug the offering into their respective workflows, processes and tech stacks. The programmers will then review the solution's full capabilities, including ad inventory, campaign management and audience targeting. The solution will allow these TV networks to gain insights to inform their sales strategy ahead of the upcoming TV season, according to a Jan. 7 company release.

The beta program, which is already underway, will run through the first half of 2020, while its commercial debut will take place later this year.