Data measurement company Nielsen is looking to improve its utility to advertisers by announcing the acquisition of Visual IQ, a marketing intelligence company that specializes in multi-touch attribution (MTA) with the transaction set to conclude by October.
The deal was announced Wednesday 27 September, with Nielsen claiming it will now be able to more effectively process large data sets as Visual IQ’s software platform will provide it with access to more proprietary big data from advertisers, publishers and retailers.
Matt Krepsik, global head of product leadership for marketing ROI at Nielsen, said the acquisition will power the company’s capabilities in Read full story ›
Source: The Drum
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