Year at purchased Nielsen’s Advanced Video Advertising unit, which will change the way ads are served on its platform. The streaming equipment maker now owns Nielsen’s automatic video content recognition technology and Dynamic Ad Insertion System (DAI) as part of the agreement, which is expected to be finalized in the second quarter of 2021. Louqman Parampath, vice president of product management for advertising at Roku, said in a statement that these technologies will enable the company “to deliver the benefits of advertising streaming TV to traditional television “.
Advertisers could, for example, detect ads as they appear and replace national and local ads with ads targeting viewers watching on Roku platforms in real time. Parampath says Roku will “bring the promise of DAI to the market for the very first time on a large scale,” and that could translate into a better TV viewing experience “- as long as you don’t mind receiving advertisements. Additionally, the companies also entered into a long-term deal that would see Roku use Nielsen’s digital ad ratings for advertisers in its ad buying platform. This would give Roku a way to measure ratings. digital content for shows and movies watched on its smart TVs and streaming players.