Roku and Nielsen announced today a partnership that will give Roku more resources for measuring and gathering data for TV advertising in a streaming market. Roku will acquire Nielsen’s Advanced Video Advertising (AVA) business, which includes Nielsen’s video automatic content recognition (ACR) and dynamic ad insertion (DAI) technologies.
The two companies will partner to integrate complementary Nielsen ad and content measurement products into the Roku platform and further advance Nielsen ONE, the company’s cross-media measurement solution. With the collaboration, Nielsen will be able to give traditional media sellers and buyers better ways to measure the success of advertising on streaming platforms, allowing advertisers who have not yet entered the streaming world to do so with more confidence.
“Tens of billions of dollars continue to be spent annually on traditional TV advertising,” said Louqman Parampath, VP of Product Management at Roku. “Combining Nielsen’s AVA technology with Roku’s innovative ad tech and scale will enable us to deliver the benefits of TV streaming advertising to traditional TV. Roku will bring the promise of DAI to the market for the first time ever at scale — providing better targeting and measurement for advertisers, creating easy integration and additional revenue opportunities for programmers’ ad sales teams, and improving the TV experience for viewers. 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.”
“The measurement of ads and content on Roku devices will accelerate the path to a single, deduplicated cross-media currency,” Scott N. Brown, GM, Audience Measurement, Nielsen. “As Roku brings the power of dynamic ad insertion to all forms of TV, we’re excited to help monetize the addressable market by measuring smart TV as a currency, which Nielsen can do at scale.”