Netflix is substituting a new metric for advertising reach, the monthly active viewer, or MAV, which quantifies the number of viewers gathering around the screen. This replaces the monthly active user (MAU) measurement, which measures by account, something Netflix feels is less accurate for the purpose of media buyers. “Our move to viewers means we can give a more comprehensive count of how many people are actually on the couch,” including friends and family, says Netflix President of Advertising Amy Reinhard. The streamer is also experimenting with dynamic ad templates that use mix-and-match creative elements based on viewer behaviors. Continue reading Netflix Offers Advertisers New Metric: Monthly Active Viewers

CBS and Nielsen are joining forces to deliver dynamic ad insertion (DAI) into linear national television programming that is viewed via connected devices. This will enable advertisers to better target individual viewers with more relevant commercials. The collaboration will use Gracenote’s Automatic Content Recognition software, which is already installed in millions of smart TVs. “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,” said Nielsen exec Peter Bradbury. Continue reading CBS and Nielsen to Serve Dynamic Ads for Live TV Broadcasts