Nielsen announced the beta launch of its Addressable TV platform. As part of the beta, programmers including A+E Networks, AMC Networks, CBS, Discovery, FOX, NBCUniversal and WarnerMedia will test the solution by running addressable ad campaigns and evaluating how it interoperates with existing and evolving workflows. The beta program is underway and will run through the first half of 2020 in preparation for its commercial debut later in the year. On the heels of several Nielsen-led trials conducted over the last year, this is the next phase in preparing broadcast and cable networks to launch expanded addressable ad campaigns with buyers. Participating networks will plug the ground-breaking solution into their respective workflows, processes and tech stacks. Subsequently, these clients will review the open solution's full capabilities, including ad inventory and campaign management, audience targeting, ad decisioning, dynamic ad replacement, and C3/C7 measurement reconciliation as necessary. By executing addressable test campaigns via Nielsen's beta environment, TV networks will gain insights to inform their sales strategy ahead of the upcoming TV season. Nielsen's Addressable TV Advertising solution offers programmers an open and modular platform to effectively manage their addressable TV inventory and campaigns, empowering inventory owners with additional sales options to optimize the value of their ad inventory. By unlocking addressable inventory, media sellers will enable maximum delivery of ROI to advertisers across both linear and addressable TV impressions. Programmers can establish whether certain addressable ad loads are open to single or multiple advertisers, and manage campaign pacing.