Roku to acquire Nielsen’s advanced video advertising division

Roku
Roku, Inc. announced strategic alliance with Nielsen and entered into an agreement to acquire Nielsen’s Advanced Video Advertising (AVA) business

Roku, Inc. announced strategic alliance with Nielsen and entered into an agreement to acquire Nielsen’s Advanced Video Advertising (AVA) business, which includes automatic content recognition (ACR) and dynamic ad insertion (DAI) technologies. Also Read: Cadyce – A tech gadget brand providing innovative networking solutions

Broader view: Roku’s acquisition of Nielsen’s AVA business will accelerate Roku’s launch of an end-to-end dynamic ad insertion (DAI) solution with TV programmers and allow it to grow the digital TV advertising prospect by targeting a specific audience instead of random and broad demographics. Also Read: Apple patent: Future devices may be built using processed titanium with anti-smudge coating

  • Roku will also assimilate complementary Nielsen ad and content measurement products into the Roku platform and further advance Nielsen ONE, the company’s cross-media measurement solution.
  • The acquisition will allow the companies to leverage Total Ad Ratings (TAR) on the Roku platform. Roku will also enable publishers to implement Nielsen Digital Content Ratings (DCR).
  • The integration of Nielsen’s AVA technology with Roku’s innovative ad tech and scale will enable the company to deliver the benefits of TV streaming advertising to traditional TV.

Dynamic ad insertion (DAI) solution will allow advertisers to better target the audiences and measure it to create easy integration and additional revenue opportunities for programmers’ ad sales teams, and improving the TV experience for viewers.

The Deal between Roku and Nielsen is expected to close in the second quarter of 2021with Roku welcoming Nielsen AVA employees and taking ownership of an extensive portfolio of ACR and DAI patents. Also Read: Apple may launch foldable OLED iPhone in 2023 with Apple Pencil support

“We’re also excited to become a key strategic partner for Nielsen in their new cross-media measurement products, and jointly drive toward greater transparency and accuracy in TV streaming measurement,” said Louqman Parampath, VP of Product Management at Roku.

Scott N. Brown, GM, Audience Measurement, Nielsen said, “The measurement of ads and content on Roku devices will accelerate the path to a single, deduplicated cross-media currency.”

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