CMOs: Get ready to field more sales pitches from Nielsen.
The TV ratings giant surprised the ad industry by announcing plans to buy DoubleVerify for $2.15 billion — and sent chins wagging with hot takes about the implications.
At stake: trustworthy data.
CMOs depend on data to craft their strategies, but it’s often patchy and unreliable. That’s why they need credible auditors to double-check — or double-verify, if you will — those numbers. For CMOs, this deal could simplify audience measurement and ad verification, but consolidation would mean greater concentration of power under Nielsen and one fewer independent player.
Eric Salama, former CEO…
