Nielsen acquires Sorensen Media

The deal will combine Sorensen Media’s addressable ad platform with Nielsen’s automatic content recognition technology, which it acquired through the purchase of Gracenote in 2016.

Through the acquisition, Nielsen aims to offer a smart TV platform that includes ad delivery, targeting, automation, real-time optimisation, campaign management and measurement. 

Sorensen’s technology will be added to the next phase of an addressable TV pilot launched by Nielsen last year involving broadcasters including CBS and A+E Networks.

David Kenny, chief executive of Nielsen, said: "With the Sorenson Media acquisition, we can create improved value and efficiency across the media chain and make addressable TV more of a reality."