Rokus advertising ambitions just got even bigger with new Nielsen deal

Roku, one of the most popular streaming platforms in US homes, is acquiring Nielsen’s video advertisement business as it tries to become a central hub for TV advertising.

Specifically, Roku is acquiring Nielsen’s Advanced Video Advertising unit. The acquisition means that Roku will also acquire Nielsen’s automatic content recognition (ACR) and dynamic ad insertion (DAI) technology. DAI technology simply means that advertisers will be able to receive “better targeting and measurement” capabilities so they can hyper-target a specific audience instead of more broad demographics like age and gender. Think of ads for products people might actually want playing before a YouTube video compared to seemingly random ads playing on CNN.

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