Roku to acquire advanced video advertising business from Nielsen

Roku Inc. ROKU, + 6.28%, shares rose 4% on Monday after announcing it had reached an agreement to buy out the NLSN business, + 3.26% advanced video advertising from Nielsen Holdings, allowing Roku to offer a fully addressable advertising solution to TV programmers. Roku will acquire Nielsen technology that can replace linear feed ads with targeted household-level spots on streaming platforms. In addition, the companies have entered into a multi-year agreement in which data of Roku’s platform will be integrated into the upcoming Nielsen One cross-media measurement solution. Financial terms of the deal were not disclosed. The sale is expected to close in the second quarter.

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