Nielsen Agrees to Acquire Visual IQ

Acquisitions

▤ Summary

Global Leader in Measurement and Data Analytics to Integrate Premier Independent Provider of Multi-Touch Attribution Software into Existing Nielsen Marketing Effectiveness Suite NEW YORK, Sept. 27, 2017 /PRNewswire/ -- Nielsen Holdings plc (NYSE: NLSN) today announced it has entered into a definitive agreement to acquire Visual IQ, a leading independent provider of multi-touch attribution (MTA) modeling of advertising on digital platforms that helps improve ROI for brand marketers. With an increasing amount of marketing budgets going to digital channels, brand advertisers continue to push for more accountability and for faster measures of impact on the dollars invested. According to a recent study conducted by the Interactive Advertising Bureau (IAB), "The Outlook for Data 2017," cross-channel measurement and attribution are still top priorities for brand marketers. "Our team is excited to be joining the Nielsen family as we integrate our capabilities with theirs, and provide increased value to clients and a more powerful combined solution to the industry as a whole." Nielsens Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content video, audio and text — is consumed.

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