393 Synopsis Nielsen and Roku have strengthened their long-standing partnership by expanding data-sharing capabilities. This collaboration enhances audience measurement across traditional and streaming platforms, giving advertisers and publishers unified insights into campaign performance and viewer behaviour. Summary Nielsen and Roku have announced an expansion of their multi-year strategic partnership, aimed at bridging linear TV and streaming data for more integrated audience measurement. The collaboration brings together Roku’s extensive first-party viewing data with Nielsen’s measurement technologies to offer advertisers and media owners a unified, transparent view of audience behaviour across platforms. The partnership will now incorporate Roku’s automatic content recognition (ACR) and streaming data into Nielsen ONE Ads, a cross-platform campaign measurement solution. This allows advertisers to understand the impact and reach of their campaigns with greater precision across both traditional linear broadcasts and connected TV (CTV). The expanded data-sharing agreement also enables Roku to access Nielsen’s TV panel data—one of the industry’s most established audience measurement benchmarks. The mutual exchange gives both companies enhanced capabilities to attribute ad exposure across households and devices, an increasingly critical need in a fragmented media landscape. According to Roku’s executives, the integration will help marketers quantify their reach with greater accuracy while reducing duplication across screens. For Nielsen, the move reinforces its push to provide cross-platform measurement in a way that reflects how audiences are actually consuming media today. This strengthened alliance comes as brands demand more unified, privacy-conscious measurement tools that span broadcast, streaming, and digital touchpoints. It’s also part of Nielsen’s larger transition to its next-gen Nielsen ONE platform, set to replace legacy metrics with a more comprehensive framework. As consumer viewing habits shift rapidly toward streaming, partnerships like this could shape the future of TV ad measurement—providing the kind of granular, real-time insights that advertisers need to optimise spend and performance. You Might Be Interested In Amazon’s $70 billion ad run rate sharpens the retail-media fight Retailers and opticians increase AI adoption WPP’s strategy reset is really an agency-economics story Amazon’s Exit From Google Shopping Ads Creates Rare Openings for Rivals American Eagle Soars on Gen Z Campaign Featuring Sydney Sweeney How Growthic Captures Attention—and Drives Real Impact
