The companies struck a deal to integrate Neelu’s advertising and content measurement products into Roku boxes, allowing for more data and precision around the content and ads that Roku users are seeing.
Streaming platform Roku has agreed to buy Nielsen’s Advanced Video Advertising (AVA) business, which is part of a strategic effort to increase its strategic advertising revenue.
Nielsen’s AVA business incorporates the measurement firm’s automated content recognition (ACR) and dynamic ad insertion (DAI) technologies, and supports addressable advertising efforts that help marketers with specific targets (new car purchases) Tries to match, expects children, etc.) and automatically inserts more relevant ads into the programs they are watching.
The deal “will accelerate Roku’s launch of end-to-end DAI solutions with TV programmers,” the company says. At the same time, Roku and Nielsen have struck a deal to integrate Nilu’s advertising and content measurement products into Roku boxes, allowing for more data and precision around the content and advertising Roku users are viewing. Financial terms were not disclosed.
In a statement announcing the deal, Lukman Parampath, vice president of product management at Roku, said, “Millions of dollars are spent annually on traditional TV advertising.”
“By combining Nielsen’s AVA technology with Roku’s innovative advertising technology and scale, we will be able to extend TV TV advertising to traditional TV. Roku will bring DAI’s promise to market for the first time in a big way – providing better targeting and measurement for advertisers, easier integration for programmers’ ad sales teams and generating additional revenue opportunities, and improving the TV experience for viewers. ”
While Roku launched as a streaming device manufacturer, it has since focused on its investment, selling ads for media and entertainment companies that use its platform, and ad-supported Roku channels Like on their own platforms.
The agreement with Nielsen suggests that Roku hopes to expand its role as a TV ad, delivering dynamic ads for the marketplace for consumers to watch wherever they are, both on their own platform and outside of it.
Meanwhile, Nielsen is trying to sell parts of the company, as it is around media measurement. The company sold its Global Connect consumer data business last year for $ 2.7 billion and sold its Nielsen Music business to MRC in late 2019 (MRC, co-owner of Hollywood Reporter through a joint venture with Pancake Media, Which is named P-MRC).