"As part of a new multi-year agreement, Nielsen will continue to use Roku's TV data in its Big Data + Panel offering for both linear and streaming ratings. Additionally, Roku will now get access to those streaming ratings from Nielsen. According to Sarah Harms, Roku's VP of advertising, marketing and measurement, this will allow the media company greater visibility into how they compare against other operations systems and other publishers."
"Roku and Nielsen have worked together for a full decade at this point. Their original agreement allowed Nielsen to measure video advertising on Roku TV devices. Roku later became the first OTT platform to offer audience guarantees based on Nielsen's digital ad ratings (DAR) product, and even acquired Nielsen's advanced video advertising business in 2021. But even the most solid partnerships need updating every once in a while."
Roku's streaming data will be integrated into Nielsen's campaign measurement and outcome tools under a new multi-year agreement. Nielsen will continue using Roku TV data in its Big Data + Panel offering for both linear and streaming ratings, and Roku will gain access to Nielsen's streaming ratings. The integration enables advertisers to measure specific audience reach on Roku devices and across third-party apps on the Roku OS. The update responds to fragmented TV viewership and increased marketer pressure to prove value. Streaming on Roku devices accounts for 21% of all TV viewing time, and The Roku Channel ranks as the No. 2 streaming app by ad-supported TV time.
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