Core Insights - Nielsen and Roku have expanded their long-term strategic partnership to incorporate Roku data into Nielsen's advanced campaign measurement and outcome solutions [1][2] - This partnership aims to provide advertisers with a more accurate view of audience engagement across streaming services, leveraging Roku's data [2][5] Group 1: Partnership Details - The expanded partnership will utilize Roku's large-scale TV data for Nielsen's Big Data + Panel measurement, enhancing accuracy for both Linear and Streaming Ratings [2][4] - Roku will gain access to Nielsen's Streaming Platform Ratings, which analyze audience engagement with subscription and ad-supported services [3][6] Group 2: Market Insights - Approximately 70% of TV streaming hours are now ad-supported, highlighting the growth of ad-supported services like The Roku Channel, which is the second-largest streaming app by ad-supported TV time [3][5] - Nielsen measures over 1 trillion minutes of viewing across all streaming apps in a typical month, reinforcing its position as a leader in streaming TV measurement [4][7] Group 3: Strategic Goals - The partnership aims to improve the TV advertising system by focusing on interoperability and performance, providing advertisers and publishers with best-in-class measurement and insights [6][5] - Nielsen's innovations, including accreditation for its Big Data + Panel measurement, are set to enhance the effectiveness of advertising transactions [7]