Nielsen Is Buying Visual IQ to Boost Its Marketing Effectiveness

The deal should increase ROI for the company's clients

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As addressable advertising continues to expand, Nielsen is making a move to bolster its marketing effectiveness, acquiring marketing intelligence software provider Visual IQ.

By getting its hands on Visual IQ’s multitouch attribution advertising model for digital platforms—and the data and technology that fuels it—Nielsen says it will be able to increase its ability to process large data sets, and increase its clients’ ROI. Multitouch attribution models track the steps involved in a conversion and analyzes how consumers interact with media, which as Nielsen CEO Mitch Barns puts it, it’s “a fancy way of saying they measure the effectiveness of advertising on digital platforms.”

Barns also said that the acquisition will allow clients to refresh their ROI metrics on a daily basis.

The company made the announcement during its Advertising Week session, which focused on marketplace innovations. The Visual IQ deal is expected to close next month.

Nielsen will integrate Visual IQ into its marketing effectiveness suite of products, increasing that suite’s speed and scale. This will also give Nielsen access to more proprietary big data from advertisers, retailers and publishers, which should in turn help the company’s clients more effectively allocate their advertising and marketing spend.

“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, Nielsen’s global head of product leadership for marketing ROI, in a statement. “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.”

The company hopes to help brand marketers, as they seek more attribution with more of their budgets migrating to digital platforms.

“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, Visual IQ’s co-founder and CEO, in a statement. “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.”

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.