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Users of connected TV’s most popular platform are about to see a major advertising upgrade.
Roku and Nielsen are shaking up the connected TV advertising landscape with a landmark deal and strategic alliance: Roku is acquiring Nielsen’s advanced video advertising (AVA) business, including the measurement company’s automatic content recognition and dynamic ad insertion technologies. Terms of the deal were not disclosed.
The move accelerates Roku’s launch of an end-to-end DAI solution with TV programmers. Essentially, Roku will be able to replace linear TV ads in real time with targeted ad buys.
“What we’ve been saying for years now is what makes streaming and Roku platform so valuable is really the marriage between a television screen, full sight, sound and motion—but coupled together with the digital capabilities of precision and real-time full funnel measurement,” Alison Levin, Roku’s vp of ad sales and strategy, said.