Roku, Inc., a California-based manufacturer of digital media player for video streaming, has joined forces with Nielsen- a leading global marketing research firm, to jointly reshape the future of media measurement and TV advertising in a streaming-first industry. As per the agreement, Roku will acquire Nielsenâ€™s Advanced Video Advertising business that comprises of its dynamic ad insertion and automatic content recognition solutions. The transaction will help Roku accelerate the introduction of an end-to-end DAI solution with TV programmers. Additionally, both the companies will enter into a strategic partnership to integrate the complementary Nielsen Ad and the content measurement products into Rokuâ€™s wide platform along with advancing Nielsenâ€™s cross-media measurement solution- Nielsen ONE. In a statement, Louqman Parampath, Vice President of Product Management at Roku, stated that by integrating the advanced AVA technology offered by Nielsen with the Rokuâ€™s novel ad tech and scale, the company will be able to offer the benefits of TV streaming advertising to conventional television systems. Parampath further added that Roku will introduce DAI to the market, offering enhanced targeting and measurement for advertisers, developing easy integration and added revenue opportunities for the ad sales teams of programmers, enhancing TV experience for viewers. Citing reports, the alliance has been built following many years of collaboration between the two giants. Roku and Nielsen will enter into a long-term agreement to strengthen Total Ad Ratings on Rokuâ€™s platform. Additionally, OneView- the media sales and ad-buying platform of Roku will integrate the Digital Ad Ratings solution of Nielsen for advertisers. Roku will also allow publishers to implement Nielsen Digital Content Ratings. Seemingly, the deal is likely to close during the second quarter of 2021, subject to customary closing conditions. Incorporated in the year 2002, Roku pioneered video-streaming to the television. The company allows content publishers to develop and monetize large audiences and offer advertisers a unique capability to engage with consumers.