Roku to Acquire Nielsen’s Addressable TV Advertising Business

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Roku will add a fat stack of ad tech to its streaming platform under a deal to buy Nielsen’s Advanced Video Advertising business, putting Roku in position to offer a fully addressable advertising s…

’s Advanced Video Advertising business, putting Roku in position to offer a fully addressable advertising solution for TV programmers.

For Nielsen, the deal marks its exit from the video ad-tech business. The Roku pact “demonstrates Nielsen’s laser focus on measurement,” said Scott Brown, Nielsen’s GM of audience measurement. — will let Roku deliver the benefits of streaming advertising to traditional TV networks, said Louqman Parampath, the company’s VP of product management for advertising.Nielsen’s Advanced Video Advertising group had struck deals for addressable advertising tests with TV programmers including Disney, CBS, Discovery, Fox, NBCUniversal, WarnerMedia, A+E Networks and AMC Networks.

Under the companies’ long-term commercial agreement, Roku will implement support for Nielsen Total Ad Ratings measurement on its platform. Specifically, Roku’s OneView media sales and ad-buying platform will natively integrate Nielsen Digital Ad Ratings for advertisers. Roku also will let content partners add support for Nielsen Digital Content Ratings . Roku launched OneView after acquiring demand-side platform provider Dataxu in October 2019.

 

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