Nielsen says it will acquire DoubleVerify, a digital-media measurement and ad-verification company, in an all-cash deal valued at about $2.15 billion. The acquisition is aimed at expanding Nielsen’s digital measurement capabilities as scrutiny increases across the media and advertising industry over how viewership and ad performance are tabulated, including efforts to unify measurement for linear television and digital media.
The terms described by outlets indicate DoubleVerify will be taken private, with shareholders receiving $13.60 per share. The news is reported to have driven a sharp move in DoubleVerify’s publicly traded shares in after-hours trading following the announcement.
Nielsen is positioning the purchase as part of its broader measurement strategy, while the deal also reflects ongoing demand from advertisers and media companies for more standardized and trusted verification and performance measurement tools. The reports characterize DoubleVerify as providing software used to assess advertising performance.
