NEW YORK -- (Business Wire)
Nielsen Holdings plc (NYSE:NLSN) announced it has today completed its
acquisition of Visual IQ, a leading independent provider of Multi-Touch
Attribution (MTA) modeling of advertising on digital platforms that
helps improve ROI for brand marketers. Nielsen
previously announced in late September that it had signed a definitive
agreement to acquire Visual IQ. The acquisition of Visual IQ will
improve Nielsen’s ability to automatically ingest and process large
datasets, as well as provide Nielsen with access to more proprietary big
data from advertisers, publishers, and retailers.
With this acquisition, Nielsen clients will gain access to Visual IQ’s
marketing attribution expertise and a comprehensive software platform
for analyzing customer profiles, in combination with tactical marketing
performance across all channels and devices. The integration of Visual
IQ with Nielsen’s current marketing effectiveness capabilities and
products will enable marketers to make better decisions about how they
allocate cross-channel advertising and marketing spend for maximum
effect on varying consumer segments.
“Visual IQ’s attribution platform will be integrated into Nielsen’s
marketing effectiveness suite combining our scale in Marketing Mix
Modeling (MMM) with Visual IQ’s depth in attribution as way to provide
marketers a complete view on ROI,” said Matt Krepsik, Global Head of
Product Leadership for Marketing ROI, Nielsen. “Our marketing
effectiveness suite is really part of the full value chain that measures
audiences through the Nielsen total audience framework, identifies how
to target them through the Nielsen Marketing Cloud and ultimately
measures the outcome through our effectiveness solutions, creating a
holistic closed loop for the marketers.”
Nielsen’s marketing effectiveness data and metrics are the industry
leader in audience segmentation, including reach, resonance and reaction
measurement, helping marketers optimize their multichannel marketing,
sales and operations strategies. This acquisition extends Nielsen’s
marketing effectiveness footprint into new business verticals and global
markets. Visual IQ’s marketing intelligence platform delivers the
real-time insights that brands and agencies need to optimize marketing
performance through the combined power of audience and attribution.
Visual IQ will operate as a stand-alone business unit within Nielsen’s
Marketing Effectiveness segment. Going forward, the company will be
referred to as, “Visual IQ, a Nielsen company.” The company will
continue to operate from its headquarters in Boston, Mass.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE:NLSN) is a global performance management
company that provides a comprehensive understanding of what consumers
watch and buy. Nielsen's Watch segment provides media and advertising
clients with Total Audience measurement services for all devices on
which content video, audio and text — is consumed. The Buy segment
offers consumer packaged goods manufacturers and retailers the
industry's only global view of retail performance measurement. By
integrating information from its Watch and Buy segments and other data
sources, Nielsen also provides its clients with analytics that help
improve performance. Nielsen, an S&P 500 company, has operations in over
100 countries, covering more than 90% of the world’s population. For
more information, visit www.nielsen.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20171005006169/en/
Contacts:
Nielsen
Media Relations:
Sal Tuzzeo, 646-654-5329
Sal.Tuzzeo@nielsen.com
or
Brigit
Hennaman, 917-224-8246
Brigit.Hennaman@nielsen.com
or
Investor
Relations:
Amy Glynn, 646-654-4931
Amy.Glynn@nielsen.com
Source: Nielsen Holdings plc
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