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Roku, a creator of connected devices that allow users to customize their TV viewing experience, will now allow advertisers to buy against Nielsen’s familiar audience guarantee system.
“TV advertisers have decades of experience with the same modeling, targeting and measurement systems,” Scott Rosenberg, Roku’s svp of advertising, told Adweek. “This service will allow them to follow viewers as they move their TV time.”
According to a recent study, 40 percent of Roku customers have cut or “shaved” the cable cord, choosing to watch their TV via streaming.
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