Nielsen Holdings said it agreed to acquire Visual IQ, which does multi-touch attribution modeling of digital advertising in order to improve its capabilities for measuring marketing effectiveness.
Terms were not disclosed.
With Visual IQ’s intellectual property, Nielsen said it will be better able to absorb and process data and help advertisers measure and improve their return on investment.
Visual IQ enables brands to coordinate and connect advertising exposure with brand engagement, online conversation and in-store sales.
By combining Visual IQ with its current assets for measuring advertising effectiveness, Nielsen said it will be able to help marketers make better decisions about allocating cross-channel advertising and marketing spending.
Read more at B&C.