Measurement giant Nielsen plans to acquire ad verification and brand safety company DoubleVerify for $2.15 billion.
The deal, if completed, would expand Nielsen’s business beyond its traditional focus on audience measurement, including its widely used ratings for linear TV and streaming.
DoubleVerify provides technology that verifies whether digital ads were actually served and whether they appeared in environments considered safe and appropriate by advertisers.
“Nielsen 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,” Nielsen CEO Karthik Rao said.
The acquisition announcement came as DoubleVerify reported its second-quarter results. Revenue rose 3 percent year over year to $193.8 million.
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