Roku is boosting its linear ad proposition by buying Nielsen’s Advanced Video Advertising business, bringing Nielsen’s video ad targeting technologies into Roku’s stable. The Roku acquisition will include Nielsen’s video automatic content recognition and dynamic ad insertion technologies, and will strengthen Roku’s proposition to advertisers in the linear TV space.
“Combining Nielsen’s AVA technology with Roku’s innovative ad tech and scale will enable us to deliver the benefits of TV streaming advertising to traditional TV,” said Louqman Parampath, VP of product management at Roku, in a statement.
Roku says Nielsen’s dynamic ad insertion technology will boost TV ad inventory by turning linear TV viewers on Roku’s platform into addressable audiences. Ad insertion can dynamically replace national and local ads, serving up targeted advertising to linear TV viewers in real time, making it more competitive with other forms of precise ad delivery. “The way the addressable market will grow is ultimately it being able to be monetized and compared to linear at scale,” says Scott N. Brown, GM, audience measurement, Nielsen.