Dive Brief:

• Roku announced plans Thursday to bring Nielsen Digital Ad ratings to its over-the-top TV streaming service. 
• The deal means that Roku publishers—like Netflix, Hulu, and Amazon—will have the opportunity later this year to switch audience data measurement tools to Nielsen. 
• Publishers could potentially be able to compare ratings between their streaming services and traditional TV—a medium that Nielsen is most known for tracking. 

Dive Insight: 

This partnership could be what the direct streaming TV option needs to prove its worth to advertisers over traditional TV. Streaming services are seeing an immense surge in popularity, but without proper measurements, publishers could have a hard time proving their worth to advertisers. Nielsen is a trusted name in data that could persuade brands to look more closely at streaming TV.