Nielsen to Acquire Visual IQ

Nielsen Holdings has agreed to acquire Visual IQ, a provider of multi-touch attribution modeling for advertising on digital platforms.

Through the transaction, Nielsen will acquire Visual IQ's MTA software platform along with the underpinning data, technology and intellectual property. The deal is expected to close in October. Terms were not disclosed.

The acquisition is expected to improve Nielsen's ability to automatically ingest and process large datasets, as well as provide the company with access to more proprietary big data from advertisers, publishers and retailers.

Visual IQ is designed to help brands measure consumers across channels and devices to deliver coordinated experiences by connecting ad exposure with brand engagement, online conversion and in-store sales or other metrics. Integration with Nielsen's current marketing effectiveness capabilities and products is expected to help marketers make decisions about how to allocate cross-channel advertising and marketing spend for maximum effect on varying consumer segments.

The acquisition also extends Nielsen's marketing effectiveness footprint into new business verticals and global markets.

MTA and marketing mix modeling, which measure ROI at the individual and store level, respectively, are rapidly gaining traction. With an increasing number of marketing budgets going to digital channels, brand advertisers continue to push for more accountability and faster measures on the impact of their investments. According to a recent study conducted by the Interactive Advertising Bureau ("The Outlook for Data 2017)" cross-channel measurement and attribution remain top priorities for brand marketers.