Nielsen has agreed to buy DoubleVerify, a digital media measurement firm, for around $2.15 billion, or $13.60 per share.
Why it matters: This highlights a recent trend of media measurement firms going (or staying) private, which could accelerate as AI continues to pressure software valuations
Catch up quick: Nielsen was taken private in 2022 for $16 billion by Elliott Management and Brookfield Asset Management. – DoubleVerify was bought by Providence Equity Partners in 2017 and then went public in 2021 at $27 per share. It soon hit an all-time high of $43.52, but shares have traded below $20 since May of 2024. Providence still holds nearly a 12% equity stake.
Zoom in: Nielsen plans to finance the acquisition with cash-on-hand and debt from Barclays, BofA Securities, and Citi. Go deeper, via Bloomberg: “While Nielsen is known for measuring the size of audiences, DoubleVerify helps companies measure the effectiveness of their advertising, a service that could help Nielsen push deeper into the world of digital media.” AI is moving fast. Axios AI+ keeps you ahead.