Some 15 months since Gracenote’s $560 million acquisition was completed, the new Nielsen-owned company is getting into full swing and it’s clear the audience measurement giant is, as expected, driving Gracenote’s media metadata expertise towards supporting its weakening US pay TV advertising operations – with an eye for addressable ads in the growing smart TV market. Days after rolling out a new metadata and EPG system targeted at streaming and vMVPD services offered by smart TV and device manufacturers, long-term Nielsen customer CBS announced it will be using Nielsen Gracenote to launch dynamic ad insertion functionalities for live linear broadcasts. Nielsen Gracenote’s automatic content recognition (ACR) technology will power the platform, allowing CBS to offer live program impressions to advertisers,…