Nielsen Holdings has announced it will acquire Visual IQ, a MarTech vendor offering multi-touch attribution tools boosting ROI for brand marketers. The acquisition boosts Nielsen’s ability to process large datasets as well as improve access to proprietary data from advertisers and publishers.
From the release: “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.”
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