Nielsen has confirmed that it has bought audience data business VisualDNA for an undisclosed sum to further its marketing cloud efforts, The Drum can reveal.
The acquisition comes just a day after it was reported that Nielsen had paid $560m for media metadata business Gracenote.
VisualDNA is an audience data business that supplies data to brands, agencies and publishers. The data is based off the results of a psychographic personality test that’s been taken by over 40 million people.
A spokesperson for Nielsen, said: “I can confirm that Nielsen has completed an acquisition of VisualDNA, a leading audience personality data Read full story ›
Source: The Drum
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