Roku, an operator of a TV streaming platform, agreed to acquire the advanced video advertising business from Nielsen, a data and market measurement firm. Financial terms were not disclosed. The transaction is expected to close in the second quarter of 2021, subject to customary closing conditions. “Combining Nielsen’s AVA technology with Roku’s innovative ad tech and scale will enable us to deliver the benefits of TV streaming advertising to traditional TV. Roku will bring the promise of DAI to the market for the first time ever at scale — providing better targeting and measurement for advertisers, creating easy integration and additional revenue opportunities for programmers’ ad sales teams, and improving the TV experience for viewers. We’re also excited to become a key strategic partner for Nielsen in their new cross-media measurement products, and jointly drive towards greater transparency and accuracy in TV streaming measurement,” Louqman Parampath, Roku Vice President of Product Management.