尼尔森新成立高级视频广告部并收购 Sorenson Media，智能电视寻址能力得到扩展

该交易将 Gracenote 的黄金标准 ACR 技术与业内首个跨广播公司、跨发行商的广告投放平台相结合，使智能电视寻址成为现实

New York, NY — Feb. 21, 2019 — Nielsen (NYSE: NLSN) has launched a new technology, product and commercial initiative, Nielsen Advanced Video Advertising, that will focus on expanding and innovating addressable advertising for smart TVs and beyond. To further accelerate this initiative, Nielsen has acquired Sorenson Media, a leading addressable TV technology provider that will help transform TV from a one-to-many to a one-to-one medium by powering addressable ad delivery and measurement.

智能电视市场有可能为营销人员、程序员和原始设备制造商带来淘金热。据 Statista 统计，目前市场上的智能电视比以往任何时候都要多，预计到 2023 年将超过 2.5 亿台。与数字世界类似，随着越来越多的设备能够投放可寻址的电视广告，行业需要一个端到端的人工智能优化平台，以实现广告投放、数据驱动的定位、自动化、实时优化、统一的活动管理和测量。尼尔森在帮助大规模整合所有这些要素方面具有得天独厚的优势。

Under the leadership of recently appointed CEO David Kenny, Nielsen is transforming its industry-leading media measurement business and sharpening its focus to help shape the future of addressable TV advertising. The addition of Sorenson Media’s addressable TV ad platform, combined with Nielsen’s Automatic Content Recognition (ACR) technology, acquired through Gracenote, positions Nielsen with the technology and industry expertise to help deliver on the promise of addressable TV advertising.

“It’s clear that a significant portion of TV advertising will be addressable long into the future,” said David Kenny, CEO of Nielsen. “With the continued evolution of our Total Audience measurement, underpinned by decades of trust, transparency and independence, it was evident that we needed to bring our unique set of technology assets and talent to tackle the greatest challenges the TV advertising industry is facing. And with the Sorenson Media acquisition, we can 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.”

在过去几年中，尼尔森进行了一系列战略收购，这些收购加强了其技术产品，并使其在未来的可寻址电视市场中茁壮成长。它收购了智能电视软件和隐私管理公司 Qterics。Gracenote 的 ACR 技术已集成到数百万台智能电视的固件层中，可实现实时、帧级广告检测，而不受信号源或平台的限制。最近对 Sorenson Media 的收购完善了尼尔森进入市场的技术堆栈，提供了端到端的广告投放解决方案，实现了大规模的电视寻址广告。

凭借现已到位的技术和软件，尼尔森将利用其在电视测量领域的深厚经验，确保每一个可寻址电视广告的交易方式都是透明的，并为电视行业带来最大价值，同时保持当前 C3/C7 测量标准的完整性。

"尼尔森高级视频广告部总经理凯利-阿布卡里安（Kelly Abcarian）表示："我们很高兴能与业内其他公司合作，共同实现寻址功能。"尼尔森拥有丰富的经验和技术，可以帮助拓展可扩展的全行业端到端寻址电视广告解决方案。而且，我们可以提供一种测量解决方案，在现有方法的基础上进行创新，为未来架起一座桥梁。

Nielsen has already made significant strides in the advancement of addressable TV on smart TVs. In addition to the ability to target audiences using smart TV data in the Nielsen Marketing Cloud, Nielsen launched a five-market addressable TV pilot across two OEMs late last year with CBS, A+E Networks and several other broadcasters to further understand the real consumer experience and the impact on the broadcast workflow. Sorenson’s addressable technology will be added to the next phase of the pilot, along with additional programmer participation.