Nielsen is now enabling its Polish clients to recognise Dynamic Ad Insertion (DAI) and will collectively report their results as part of home TV viewing.
To do so, the company will use watermark technology.
Commenting on the development, Michal Buszko, advanced measurement manager at Nielsen, said: “With the introduction of the addressable tv offer in Poland, we are ready to introduce the Reconciliation DAI measurement. Thanks to the use of watermark technology, viewership of addressable TV ads will be visible as a separate type of ad. This is the next step in the dynamically changing world of the media, which adjusts the measurement to the contemporary challenges of the advertising market”.
As previously reported by Broadband TV News, earlier this month TVN Warner Bros. Discovery introduced addressable TV into the Polish market.