Walmart-Vizio Deal Exposes Fragility in Measurement Market

Streaming measurement firms rely on ACR data, and Vizio has been the main supplier

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Walmart’s intention to buy TV maker Vizio, the largest supplier of automatic content-recognition data in the industry, has sources wondering whether this precious ACR data will be available under the new ownership.

In recent years, a bevy of upstart ad-tech firms sprung up to solve the challenge of measuring audiences in streaming TV environments. Many of these companies have relied on data from Vizio to help advertisers draw insights and develop new currencies for the connected TV age.




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