Roku is launching Nielsen’s Digital Ad Ratings (DAR) audience guarantees on OneView, its cross-screen streaming ad buying platform.
That means OneView users can now choose a specific age and gender demographic, like adults ages 18 to 49, and pay only for the ad impressions that reach their target audience. Roku is enabling the feature as it heads into Upfronts.
“We believe that all TV ads will be streamed and that all TV ad measurement will be automated. Now, upfront advertisers in OneView will be among the first to see audience overlap across major devices, channels, and publishers on their plan,” said Louqman Parampath, vice president of product management. “Our goal is to offer diverse tech and measurement offerings that move the industry forward.”
Roku said it will also enhance Nielsen audience guarantees for publishers that enable OneView as a demand source by using data from its direct consumer relationships. The new launch extends the strategic alliance between Roku and Nielsen formed in 2021 and makes OneView into an ad buying platform that applies Nielsen measurement across traditional pay TV, TV streaming, desktop and mobile.
“A+E Networks is excited to work with Roku to utilize its OneView Ad Platform audience measurement capabilities for our clients, and to help advance the industry as a whole,” said Tyler DeNicola, vice president of programmatic revenue and partnerships at A+E Networks, in a statement. “Now we can offer brands improved performance, less waste and new guarantees across our streaming ad inventory.”
Last year, Roku acquired Nielsen’s Advanced Video Advertising (AVA) business, including Nielsen’s video automatic content recognition (ACR) and dynamic ad insertion (DAI) technologies. The company said the deal was designed to accelerate its launch of an end-to-end DAI solution with TV programmers.