The streaming platform Roku has agreed to buy Nielsen's Advanced Video Advertising (AVA) business, part of a strategic effort to grow its video advertising revenues.
Nielsen's AVA business includesincludes the measurement firm's automatic content recognition (ACR) and dynamic ad insertion (DAI) technologies, and supports addressable advertising efforts, which seek to match marketers with consumers that fit specific targets (i.e.
shopping for a new car, expecting a baby, etc) and automatically insert more relevant ads into the programs they are watching.
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