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No. 0151
Published
Nielsen acquires DoubleVerify to link ad verification and audience measurement
Why it matters
Nielsen is paying 2.15 billion dollars to fold ad verification into its audience measurement stack. Advertisers have already flagged that two previously independent checks now sit with the same owner, which is the entire premise of independent verification. Any measurement vendor shortlist assembled before this deal deserves a second reading.
The source
Marketing Dive
Nielsen acquires DoubleVerify to link ad verification and audience measurement
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