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Sorenson buy preps Nielsen for assault on addressable ads

Nielsen’s $11.25 million swoop for Dynamic Ad Insertion (DAI) technology vendor Sorenson at first sight looks like one wounded beast engorging a smaller one and has surprised financial analysts. Nielsen has been engulfed by takeover rumors for the past six months, with various equity groups hovering, while Sorenson, also once high flying, filed for Chapter 11 in October 2018 to extricate itself from an ill-conceived contract with the Sinclair Broadcast Group that would have bankrupted the company after turning sour. Nielsen has acquired the Sorenson DAI technology more cheaply than it would have due to the financial stress it is going through. It can now claim it has all the components to overcome barriers imposed by the US TV ecosystem…

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