Local TV advertisers can now target individual households. Viamedia.ai and Hearst Television have tested dynamic ad insertion on select stations. The move brings data-driven targeting to broadcast streams.
Media and publishing professionals focused on monetization and audience targeting have a new development to watch: Viamedia.ai and Hearst Television have completed tests that allow advertisers to deliver household-level addressable ads on local broadcast TV. This advancement means local stations can now offer data-driven ad targeting, a capability previously limited to digital platforms.
The partnership, announced on June 24, integrates Viamedia.ai’s Parrot Ad Decisioning System with Hearst Television’s broadcast infrastructure. This setup enables dynamic ad insertion, letting advertisers reach specific households within the broadcast stream on select Hearst stations. The initial tests were conducted with Hearst’s WLWT Cincinnati, using MediaKind’s advertising software to facilitate last-mile delivery of these targeted ads.
For local broadcasters, this technology could reshape how inventory is sold and measured, offering new options for both buyers and sellers. The move follows a broader industry push to enhance engagement and measurement, similar to how Swedish publishers have used new metrics to drive digital subscription growth, as seen in recent efforts by Bonnier News Local and Gota Media.
