Gracenote, the service best known for being the recognition and recommendation technology used in iTunes, has now expanded its technology to ID video sources as well – now it’s ready to branch into TV. The Sony subsidiary hopes to capitalize on second-screen TV viewing by offering advertisers the opportunity to target the masses with precision similar to that available with web-based ads. Their algorithm dynamically inserts ads based on what is playing on the screen and demographic data about the viewer.
Gracenote is expecting to release a TV targeting platform later this year that would bring a level of precision comparable to online. The new service would support targeting based on gender, income and more by replacing ads run by broadcasters with those picked by Smart TV and set-top box providers. Additionally, there will be more transparent reporting associated as well.