Following up on an earlier deal around addressable advertising, Nielsen has struck a digital measurement agreement with major streaming TV/video distribution Roku.

Nielsen says the deal with its digital content ratings service will allow publishers to measure content on Roku’s 55.1 million U.S. accounts, starting with data from the second quarter of 2021.

Nielsen says the deal is a major component in launching its Nielsen One, cross-platform measurement service next year -- which will enable advertisers and publishers to do business using a single metric across linear and digital television.

“With the addition of Roku, DCR will have the capability to measure the majority of CTV platforms devices, as well as provide channel partners with an understanding of their overall reach across CTV devices,” stated Ameneh Atai, general manager of digital/advanced TV commercial strategy, Nielsen.

Earlier this year, Roku acquired Nielsen's advanced video advertising business. This includes video automatic content recognition (ACR) and dynamic ad insertion (DAI) technologies.

Nielsen says that deal will help Roku offer Dynamic Ad Insertion technology, a key piece of addressable advertising, for TV programmers.

Amazon, a Roku competitor, is an existing Nielsen measurement client.