Nielsen sees addressability as the future of TV advertising and is taking its biggest step ahead to help the industry prepare for the transition.
The company has created a technology, product and commercial initiative called Nielsen Advanced Video Advertising that will help it focus on expanding addressable advertising for smart TVs. The new group includes addressable TV technology provider Sorenson Media, which Nielsen acquired to help with its addressable push.
With more than 250 million smart TVs expected in the market by 2023, according to Statista, Nielsen wanted to create a platform to take advantage of addressability.
Nielsen Advanced Video Advertising combines Nielsen’s various acquisitions, including Sorenson Media’s addressable TV ad platform and Nielsen’s automatic content recognition, or ACR, technology, which it acquired after purchasing Gracenote in 2017.