Scripps Networks Interactive has partnered with TV Everywhere platform provider Anvato to offer viewers new live streams of the Cooking Channel, DIY Network, Food Network, HGTV and Travel Channel online and via mobile devices. In addition to streaming Scripps programming, Anvato is powering dynamic ad insertion (DAI) on network websites and the Android and iOS apps for Food Network, HGTV and Travel Channel. According to Matt Smith, chief evangelist at Anvato, DAI is becoming more popular as producers look to monetize their digital services.

“Scripps’ embrace of all things TV Everywhere, including DAI — in which linear ads are replaced by advertisements targeted specifically at the nonlinear audience — shows how much has shifted in the TV Everywhere universe since networks first started experimenting with live streaming,” reports Adweek.

“The last couple years, you’ve had brands big and small say, ‘Okay, we’re going to stream. Let’s get it done and we’ll figure out how to make money later,'” said Smith. “Scripps looked at this and said, ‘This isn’t just about extending the brand. This isn’t just about putting our live channels on every other screen.’ They also took the tact of, ‘Let’s look as this as a profit center, not a cost center.'”

Smith also believes that consumers are starting to better understand and embrace the concept of TV Everywhere.

“Now they know what it means to go into the HGTV app and watch live, linear TV,” he said. “And with the growth of mobile devices, people expect to be able to have TV in their hands.”