Global Leader in Measurement and Data Analytics to Integrate Premier Independent Provider of Multi-Touch Attribution Software into Existing Nielsen Marketing Effectiveness Suite
Nielsen Holdings plc announced that 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 this transaction, Nielsen will acquire Visual IQ’s industry-leading MTA software platform, along with the underpinning data, technology and intellectual property. 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. The deal is expected to close in October 2017. Terms were not disclosed.
Visual IQ enables brands to measure consumers across channels and devices to deliver better, coordinated experiences by connecting advertising exposure with brand engagement, online conversion and in-store sales or other metrics. 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.
“Our acquisition of Visual IQ strengthens Nielsen’s powerful capabilities in the marketing effectiveness space, bringing speed and granularity at scale to ROI measurement,” said Matt Krepsik, Global Head of Product Leadership for Marketing ROI, Nielsen. “Visual IQ’s rich history of marketing attribution and digital intelligence combined with Nielsen’s gold-standard marketing effectiveness solutions will provide advertisers, publishers and agencies with a holistic platform that offers the transparency to optimize and improve the return on marketing investments.”
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. The acquisition extends Nielsen’s marketing effectiveness footprint into new business verticals and global markets.
MTA and marketing mix modeling (MMM), which measure ROI at the individual person-level and the store level, respectively, are rapidly gaining traction. 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 mission at Visual IQ has always been to drive marketing effectiveness with algorithmic attribution technology that allows customers to view tactical advertising performance through the lens of key audience segments,” said Manu Mathew, Co-founder and CEO at Visual IQ. “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.”