Dive Summary:
- The growth of second-screen TV and Web-connected TV have created a huge potential for advanced TV ads that Apple's music firm Gracenote hopes to capitalize on.
- Gracenote is modeling their TV ads after online and video ads by using proprietary video fingerprinting technology to recognize what is playing on a particular TV and then inserting relevant ads.
- The potential for the advanced TV ads remains wide open as no TV networks have yet to ink any agreements with Gracenote.
From the article:
"More recently, the company has branched into video. Through a proprietary video fingerprinting technology, White claims that Gracenote can recognize what’s airing on a person’s TV, and then dynamically insert ads into that content during commercial breaks using all sorts of demographic and audience data. Think of an Gracenote as an ad decisioning vehicle along the lines of FreeWheel, which focuses on Web video."
