CES, the world's largest electronics and technology show, is where the entire tech ecosystem comes together-including those across the media industry. Each year at the event, C Space at the Aria gathers the world's innovators, marketers and creatives in one venue to discuss the future of media and advertising. This year, Nielsen leaders joined the conversation to show how our data, insights and technology bring a shared truth to the industry.
Data plays a key role in adding intelligence, context and truth to technology. This was a key trend throughout CES this year, and it's one that's particularly relevant for media.
We kicked the week off by announcing the beta launch of our new Addressable TV Advertising Platform, which will help transform linear TV advertising from a mass marketing medium to one that's much more targeted thanks to the wide adoption of smart TVs.
As programmers take on the challenge of unlocking the value of their 14 minutes per hour of advertising time, they require solutions to manage complex addressability workflows, said Kelly Abcarian, General Manager, Advanced Video Advertising at Nielsen.
To work across the fragmented media landscape, data and technology need to be open and flexible. We've designed the Nielsen Addressable TV Advertising Platform so it's technology agnostic and can be integrated across all smart TV brands and into all existing broadcast infrastructures and agency workflows.
We also announced the expansion of the global over the top (OTT) guide offerings for on-demand video streaming services from Gracenote, a Nielsen company. Leveraging the solution, OTT services are better able to elevate content visibility while enabling smart TV makers and cable and satellite operators to seamlessly integrate OTT content. And Gracenote's deep descriptive metadata and Gracenote IDs provide common links between TV series, seasons and episodes, as well as related TV and movie genres, celebrities and other descriptive information for advanced content navigation, search and discovery experiences.
At the event, we showcased our new Addressable TV Advertising Platform and Gracenote's global OTT offering, along with advance previews of some of our other leading-edge technologies, in the Nielsen Lounge. Through hands-on demonstrations for clients and industry leaders, we highlighted our unique portfolio of entertainment metadata and analytics. Attendees were able to visualize new ways to inform content investment decisions and create compelling search and discovery experiences to further engage audiences with the entertainment they love.
Technology is changing the way we connect with others. New innovations are creating different ways for audiences to consume content. Take linear TV, for example. The growing penetration of smart TVs is opening the doors to increasingly personalized content. During the event, Jason Bolles, SVP, Advanced Advertising, Nielsen, joined the Transforming Contextual Advertising and Media panel to discuss the rise of personalization in media and the role that data and analytics will play.
To continue the conversations started at this year's CES, we recorded a special series for our podcast, The Database, onsite. The first episode, A Step Toward Widespread Addressable Ads on Linear TV, features Kelly Abcarian and Dan Callahan, SVP of Data Strategy and Innovation at FOX, discussing what the beta release of Nielsen's Addressable TV platform means for the industry, as well as what addressable advertising in the linear TV realm will look like.
As the industry navigates its greatest period of upheaval since the advent of television, the business of media needs the right data to determine what's commanding attention today and what will resonate tomorrow. Nielsen's unbiased, reliable data makes the entire industry possible by creating the indispensable, data-driven foundation that allows markets to function. And when we combine our data with the powerful technology driving the future of media, we help our clients unlock existing and new opportunities.
Facebook
Twitter
Linkedin
email
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
20/01/2026
SVG Sit-Down: BitFire's Jim Akimchuk on the Future of Cloud, Remote, Softwar...
20/01/2026
From architecture to reality: What CBC's Milano Cortina 2026 workflows tell ...
20/01/2026
Milano Cortina 2026: Making the Winter Olympics and Paralympics workflow work fo...
20/01/2026
Countdown to Milano Cortina 2026: SVG Launches SportsTechLive Blog in Lead-up to...
20/01/2026
Grand finale: Rally Saudi Arabia pushes WRC to make the most of cameras and dron...
20/01/2026
State of Change: What's Happening in the Remote-Production Business?NEP Group, Game Creek Video, Dome Productions, Mobile TV Group, Program Productions exec...
20/01/2026
CFP National Championship 2026: A Look Back at SVG's Complete CoverageGo behind the scenes with ESPN, Game Creek Video, Van Wagner, and the champion Indiana...
20/01/2026
The Gotham, Film Independent, and Creators Coalition on AI Join Alliance
by Michelle Satter, Founding Senior Director, Sundance Institute's Artist Programs...
20/01/2026
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
20/01/2026
December, the first month of winter and the holiday season, has traditionally encouraged families to spend time together in front of the television. During this...
20/01/2026
During December, streaming's share of TV viewing in Mexico settled at 24.3%, an increase of 0.1 share points from the previous month.
Disclaimer: YUMI TV,...
20/01/2026
Christmas Day is Most-Streamed Day Ever with 55 Billion Viewing Minutes, led by...
20/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/01/2026
Disguise and ASB GlassFloor today announced a strategic partnership that turns the arena floor into a fully customizable interactive digital surface. This will ...
20/01/2026
Last summer, ITV celebrated the tenth anniversary of its popular reality dating show, Love Island. To ramp up the excitement of series 12 (launched in the UK on...
20/01/2026
Berklee's Mark Ethier Named One of SPIN's Most Influential People in Mus...
20/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/01/2026
Emergent, a provider of AI-powered media production solutions, today announced its presence at ISE 2026 in Barcelona, taking place February 3 6, where it will u...
20/01/2026
Back to All News
Netflix and Warner Bros. Discovery Amend Agreement to All-Cash Transaction
Business
20 January 2026
Global
Link copied to clipboard
All-C...
20/01/2026
Back to All News
Now You Can Play a Role in Our Live Events With Real-Time Voting
Elmar Nubbemeyer
VP, Member Product
Product
20 January 2026
Global
Link...
19/01/2026
CFP National Championship 2026: Indiana Football's Digital Crew Generate Hyp...
19/01/2026
CFP National Championship 2026: Van Wagner Relies on Experience for Indiana-Miam...
19/01/2026
CFP National Championship 2026: Game Creek Video Fields Premiere IP Compound for...
19/01/2026
CFP National Championship 2026: For a Slew of Studio Shows, ESPN Turns Hard Rock...
19/01/2026
CFP National Championship 2026: ESPN's Sweeping Live Game Production Leverag...
19/01/2026
The new L3Harris NOVA binocular system is the every-soldier goggle' - and the beginning of a new era for night-vison capability....
19/01/2026
The Majority of Those Surveyed Prefer to Buy Brands Who Advertise in Content Tha...
19/01/2026
Back to All News
Straight to Hell' Sets April 27 Premiere: Teaser Trailer,...
19/01/2026
New Workflow Enhancements for All Broadcast Pix Systems, Plus 4-Channel ISO Recording for Hybrid and Roadie Tyngsboro, Mass. - January 2025 - Broadcast Pix ann...
19/01/2026
Monday 19 January 2026
Sky News reinvents News at Ten for the modern audience with The Wrap
Sky News today announces The Wrap, a bold evolution of its 10pm ou...
19/01/2026
Back to All News
Netflix Announces the Series Nights & Days, Directed by Kamila...
19/01/2026
DPA Microphones is striking a new chord in piano miking with the debut of its DPK2015 Piano Stereo Kit, an out-of-the-box, plug-and-play miking solution that ta...
19/01/2026
DPA Microphones will present its 4099 CORE Instrument Microphone and redesigned...
19/01/2026
Trianel relies on Arvato Systems for future-proof data center operations
Moving to the cloud: Arvato Systems implements extensive IT migration project
Migrat...
19/01/2026
Celebrating 21 Years of the RT Choice Music Prize
RT Choice Music Prize
In association with IMRO and IRMA
Irish Album of the Year 2025 - Shortlist Announce...
18/01/2026
January 18 2026, 21:30 (PST) Dolby Cinema Arrives in Bengaluru: Dolby Laborator...
17/01/2026
Lightware, an industry leader in signal management, is helping to elevate the Google Meet experience with the introduction of an integration with Taurus UCX. Th...
17/01/2026
Clear-Com announced a strategic partnership with NETGEAR AV to offer four high-performance networking switches as original equipment manufacturer (OEM) solutio...
17/01/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, today announced a new U.S. distribution partnership wit...
17/01/2026
NUGEN Audio announces the latest evolution of MasterCheck, its industry-trusted optimization plug-in for cross-platform mastering and loudness verification. Des...
17/01/2026
BHV has announced that it will highlight its new SportsBox remote vision mixer and picture processor at ISE in Booth #4H900 marking its official introduction in...
17/01/2026
Clear-Com will return to ISE 2026 to demonstrate its latest intercom solutions for broadcast, live production, and AV professionals. Exhibiting at Stand #4P700...
17/01/2026
Grass Valley, a leading provider in live production solutions, will exhibit at ISE 2026 in Barcelona from February 3 6, presenting its vision for how modern Bro...
17/01/2026
Utelogy Corporation, the global leader in connected workplace management, monitoring, control, automation and analytics closes out a record-breaking 2025. The c...
CES, the world's largest electronics and technology show, is where the entire tech ecosystem comes together-including those across the media industry. Each year at the event, C Space at the Aria gathers the world's innovators, marketers and creatives in one venue to discuss the future of media and advertising. This year, Nielsen leaders joined the conversation to show how our data, insights and technology bring a shared truth to the industry. 
