Nielsen Holdings has announced on September 27, 2018, that it has entered into a definitive agreement to acquire Visual IQ, an 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 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,” informed the press statement.

The deal is expected to close in October 2017. Terms were not disclosed.

“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.”

“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,” added 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.”

According to the release, with this acquisition, Nielsen clients will gain access to Visual IQ’s marketing attribution expertise and a comprehensive software platform for analyzing customer profiles, in combination with tactical marketing performance across all channels and devices. Visual IQ’s Marketing Intelligence Platform delivers the real-time insights that brands and agencies need to optimize marketing performance through the combined power of audience and attribution.

Image source: volitioncapital.com

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