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.
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."