2,15 mlrd dollarlik bitim: Nielsen DoubleVerify'ni sotib olib, reklama o'lchovini kim nazorat qilishi haqida savol tug'diryapti
Nielsen kompaniyasi DoubleVerify'ni 2,15 milliard dollarga sotib olmoqda — bitim 2027-yilning birinchi choragida yakunlanishi kutilmoqda. Adweek xabar berishicha, bu — reklama o'lchovi (ad measurement) sohasidagi so'nggi yillardagi eng yirik bitimlardan biri, va bu safar u xayrixohlikdan ko'ra ko'proq savol tug'diryapti.
DoubleVerify o'z tarkibida Rockerbox platformasini ham saqlaydi — bu multi-touch atributsiya va marketing-miks modellashtirish xizmati. Qiziq jihati shundaki, bu bitim DoubleVerify'ning bevosita raqobatchisi Integral Ad Science (IAS)'ni Novacap fondi 1,9 milliard dollarga sotib olganidan bor-yo'g'i 8 oy o'tib amalga oshmoqda — bu esa butun sohada konsolidatsiya jarayoni tezlashayotganidan darak beradi.
Gartner tahlilchisi Erik Shmitt fikricha, bozorda mustaqil o'lchov xizmatlariga ulkan talab bor: reklamachilar Google, Meta va Amazon kabi platformalarning real hissasini bir-biriga solishtirib ko'ra oladigan "olma-olmaga" taqqoslash imkoniyatini xohlaydi. Forrester tahlilchisi Bred Xaag esa shaffoflikni — qanday ma'lumot ishlatilishini va formulalar qanday ishlashini — ishonchsizlikni yo'qotishning kaliti deb ataydi.
Ammo asosiy tashvish shu yerda: DoubleVerify endi Nielsen tarkibida turib, haqiqatan ham neytral bo'lib qola oladimi? Va eng muhimi — o'lchov kompaniyalari Google va Meta kabi yirik platformalardan zarur ma'lumotlarga umuman kira oladimi? OpenAP vakili Metyu Papa esa buni boshqacha nuqtai nazardan ko'radi: uning fikricha, asosiy imkoniyat — yirik texnologik platformalarga bog'liq bo'lmagan media kanallarni yanada raqobatbardosh qilishda.
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