Audience-measurement giant Nielsen said it would acquire the digital-media monitor DoubleVerify in an all-cash transaction that takes place as more media companies and advertisers are putting the company under new scrutiny as they seek to unify tabulation of linear and digital viewership of media.
Nielsen will take DoubleVerify private for a price estimated at approximately $2.15 billion, or $13.60 per share. The price represents a premium of 30% to DoubleVerify’s recent trading price.
“Joining forces with DoubleVerify will extend our capabilities deeper into the digital media industry, ensuring that the spend flowing between buyers and sellers is reaching real people in brand-suitable environments, through verified channels,” said Karthik Rao, Nielsen’s CEO, in a statement. ” As advertising workflows become increasingly automated, together we can offer publishers, advertisers, agencies, and platforms a truly independent, end-to-end partner that connects trusted audience intelligence with verified media delivery — across every screen, every channel, and every transaction — enabling superior decisions and outcomes.”
DoubleVerify is a specialist in verifying impressions and audience, something that has become of paramount importance to advertisers and media companies alike as viewers develop a broader range of behaviors when it comes to watching their favorite programming.
