Nielsen is paying $2.15 billion to acquire DoubleVerify, a provider of software that measures advertising performance.
The all-cash acquisition will deliver shareholders of DoubleVerify $13.60 per share. Shares in the publicly traded company jumped nearly 14% in after-hours trading Thursday on the acquisition news. Nielsen has been privately held since 2022.
Nielsen was attracted to the deal as it looks to improve its ability to track streaming and work with programmers and advertisers reckoning with the ongoing shift from linear TV to streaming. While networks since the rabbit-ears days have complained about Nielsen’s methods, the company has been in the
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