Nielsen Buys Sorenson for Addressable Ad Launch

Nielsen has acquired addressable TV technology provider Sorenson Media for $11.25m, as part of its Advanced Video Advertising launch. The latter focuses on developing addressable ads initially for Internet-connected smart TVs.

Sorenson developed a suite of digitally-enabled TV measurement, targeting and analytics products called Spark, as well as Squeeze, a range of encoding and streaming products. Nielsen has acquired the company out of bankruptcy to fill what it describes as a missing link in its portfolio. CEO David Kenny says the buy allows Nielsen to 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'.

Sorenson's addressable ad platform will be combined with Nielsen's Automatic Content Recognition (ACR) technology, acquired through media and entertainment data provider Gracenote and providing the ability for real-time, frame-level ad detection regardless of source or platform. This will enable Nielsen to provide the components it needs to build an 'end-to-end' platform for targeted TV ads, while maintaining the integrity of current C3/C7 measurement standards.

Kelly Abcarian (pictured), recently promoted to General Manager of Nielsen's Advanced Video Advertising Group, comments: 'We are excited to partner with others in the industry to make addressability a reality. Nielsen has the experience and technology to help expand a scalable industry-wide, end-to-end addressable TV advertising solution. And, we can provide a measurement solution that innovates on current approaches with a bridge to the future'.

Web site: www.nielsen.com .