Brief: With Exelate Acquisition, Nielsen Recognizes TV's Impending Addressable Future

TV audiences are splintering across multiple devices; streaming platforms are becoming increasingly available; and the innovation brought on by dynamic ad insertion technologies is finally allowing advertisers to target more TV inventory to individual households. While a fully addressable TV future is still several years away, Nielsen has made a preemptive acquisition to protect its central place — as the established standard when it comes to audience measurement and targeting — in the TV ecosystem. Read this report to understand the acquisition's implication for marketing leaders and the TV advertising ecosystem.