Nielsen and Roku have announced a strategic alliance that that they say will help shape the future of media and TV measurement in a streaming-first market. Roku has entered into an agreement to acquire Nielsen’s Advanced Video Advertising (AVA) business, which includes Nielsen’s video automatic content recognition (ACR) and dynamic ad insertion (DAI) technologies.
The acquisition will accelerate Roku’s launch of an end-to-end DAI solution with TV programmers. In addition, Nielsen and Roku will enter into a strategic partnership 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.
“Tens of billions of dollars continue to be spent annually on traditional TV advertising,” notes 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 towards greater transparency and accuracy in TV streaming measurement.”
The move builds on years of close collaboration between Roku and Nielsen. The two companies will enter into a long-term commercial agreement to leverage Total Ad Ratings (TAR) on the Roku platform. Specifically, Roku’s media sales and ad-buying platform, OneView, will natively integrate Nielsen ‘always on’ Digital Ad Ratings (DAR) for advertisers. Roku will also enable publishers to implement Nielsen Digital Content Ratings (DCR).
“The measurement of ads and content on Roku devices will accelerate the path to a single, de-duplicated cross-media currency,” suggests 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.”
According to Nielsen, the collaboration with Roku will substantially expand the footprint of smart TVs and other devices, nearing 100 million in total, in which Nielsen can enable media sellers and buyers better to measure and monetise addressable advertising.
The transaction is expected to close in the second quarter of 2021, subject to customary closing conditions. Upon closing, Roku looks forward to welcoming Nielsen AVA employees and taking ownership of an extensive portfolio of foundational ACR and DAI patents. Roku TV models already include ACR, and are expected to include DAI soon. Additionally, Roku expects to expand DAI to other TV OEMs over time.