Roku Buys Nielsen's TV Ad Business, Announces Strategic Alliance

Roku (NASDAQ: ROKU) and Nielsen Holdings (NYSE: NLSN) announced a groundbreaking deal on Monday that will take the streaming platform's digital advertising business to the next level. Roku will acquire Nielsen's Advanced Video Advertising business, which uses automatic content recognition (ACR) and a dynamic ad insertion (DAI) system. This will allow Roku to digitally replace ads on linear (broadcast) television feeds with targeted, household-level spots on its over-the-top (OTT) streaming platform. 

The companies also announced a multiyear pact that will integrate Nielsen's rating measurement tools across Roku's platform. The collaboration will significantly expand the ability to measure advertising performance on nearly 100 million smart TVs and other devices, helping marketers better monetize their addressable advertising.

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