Nielsen to Acquire DoubleVerify

Nielsen Holdings, a provider of audience measurement, data, and media intelligence, will acquire DoubleVerify, providers of a software platform to verify media quality, optimize ad performance, and prove campaign outcomes, for $2.15 billion.

Nielsen's platform already spans the entire media lifecycle, from content discovery and audience planning through cross-platform measurement and outcome attribution. DoubleVerify adds independent verification that the impressions underpinning every campaign are real, viewable, brand-suitable, and free from invalid traffic. The combination unifies these signals into a single, integrated platform covering audience, context, and delivery quality. It also delivers global, end-to-end, independent, transparent measurement and optimization across linear TV, CTV, social, mobile and AI platforms.

"This combination will unite two organizations focused on strengthening independence and trust in advertising. Joining forces with DoubleVerify will extend our capabilities deeper into the digital media industry, ensuring that the spend flowing between buyers and sellers is reaching real people in brand-suitable environments, through verified channels," Karthik Rao, CEO of Nielsen, said in a statement. "As advertising workflows become increasingly automated, together we can offer publishers, advertisers, agencies, and platforms a truly independent, end-to-end partner that connects trusted audience intelligence with verified media delivery across every screen, every channel, and every transaction, enabling superior decisions and outcomes."

"Today's announcement is an exciting milestone for DoubleVerify. As a private entity with the support of Nielsen, we will have access to expanded resources to deliver new, market-leading solutions that drive exceptional value for our customers and partners," said Mark Zagorski, CEO of DoubleVerify, in a statement. "DoubleVerify's MRC-accredited quality signals, in combination with Nielsen's deduplicated cross-screen audience measurement, will fuel genuine market innovation."