Nielsen acquires Sorenson Media
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Editor
| 22 February 2019

In a deal that combines Gracenote’s ACR technology with what it says is the industry’s first cross-broadcaster, cross-distributor ad delivery platform to make smart TV addressability a reality, Nielsen has acquired Sorenson Media.

The move comes as Nielsen launched a new technology, product and commercial initiative, Advanced Video Advertising, that will focus on expanding and innovating addressable advertising for smart TVs and beyond. The acquisition is seen as further accelerating this initiative, that will help transform TV from a one-to-many to a one-to-one medium by powering addressable ad delivery and measurement.

Nielsen believes that it is transforming its industry-leading media measurement business and sharpening its focus to help shape the future of addressable TV advertising. The addition of Sorenson Media’s addressable TV ad platform. Over the last several years, it has made a number of strategic acquisitions that have strengthened its technology offerings and positioned it to thrive in the addressable TV future. The acquisition of Sorenson Media is said to complete its go-to-market technology stack with an end-to-end ad delivery solution enabling addressable advertising for TV at scale.

“It’s clear that a significant portion of TV advertising will be addressable long into the future,” said Nielsen CEO David Kenny. “With the continued evolution of our Total Audience measurement, underpinned by decades of trust, transparency and independence, it was evident that we needed to bring our unique set of technology assets and talent to tackle the greatest challenges the TV advertising industry is facing. And with the Sorenson Media acquisition, we can create improved value and efficiency across the entire media chain - from ad targeting and delivery to measurement and attribution - and make addressable TV more of a reality.”