Nielsen has entered into an agreement to buy out DoubleVerify for about $2.15 billion. Nielsen and DoubleVerify are both key players in the field of audience measurement, media intelligence, and digital media verification. This merger is going to make available a wider media intelligence platform that will address all the issues of audience planning, measurement, media quality, media verification, optimization, and outcomes in linear TV, connected TV, digital, social, mobile, and future AI platforms. The new entity will have revenues of more than $4 billion and help advertise $300 billion worth of companies.
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Through the merger of DoubleVerify’s strengths in media quality, anti-fraud technologies, viewability, and brand safety and Nielsen’s skills in cross-screen audience measurement, the newly formed company will offer advertisers, agencies, publishers, and media platforms a more unified perspective on their advertising performance and media quality. This transaction should help boost independent measurement and give marketers more insight into a more fragmented media environment. The deal is expected to be finalized in the first quarter of 2027.