Nielsen has agreed to acquire DoubleVerify, an ad-verification and measurement software provider, in an all-cash deal worth $2.15 billion. The acquisition is aimed at strengthening Nielsen's ability to track streaming viewership and support advertisers and programmers navigating the ongoing shift away from linear television, an area where Nielsen's measurement methods have long faced industry scrutiny.

DoubleVerify shareholders will receive $13.60 per share, and the stock jumped nearly 14% in after-hours trading following the announcement. The deal, expected to close by the first quarter of 2027, still requires approval from DoubleVerify shareholders and regulators; Providence Equity Partners, which holds a 12% stake in DoubleVerify, has already agreed to back the transaction and intends to exit its investment once it closes. Nielsen, privately held since 2022, said the move fits its broader push to cover the "full media lifecycle," while DoubleVerify's chief executive described the deal as a step towards a unified measurement standard for both audience reach and media quality.