Google is moving to supply its users with a higher quality of personalised ads.
DoubleClick dynamic ad insertion is designed to enable publishers to make money from video online and deliver a personalised viewing experience.
The technology, which has been tested at the Rugby World Cups finals with French broadcaster TF1, will work across both live and on demand TV.
“Viewers now demand content personalised for them,” said Daniel Alegre, president of global partnerships for Google.
Alegre stated that DoubleClick clients will be given more control over what ads run together during ad breaks, such as the ability to separate competitors’ ads – ensuring, for example, that two automotive ads don’t run consecutively.
The technology would also help broadcasters comply with other rules, such as ensuring an alcohol ad and children's cereal ad don’t run in the same break.
TV broadcasters will be able to insert ads into streamed content, replacing the ads in the original broadcast stream based on a number of factors.
Google is also adding TV listings to offer more TV-like functionality on its platform.
“Over 400 new scripted TV shows appear every year. Fifty per cent of linear consumers in the US say they can’t find anything to watch on a daily basis,” said Alegre.