Nielsen have announced the acquisition of Vizu, a technology company that enables advertisers and publishers to assess and optimize online advertising effectiveness. Nielsen say the acquisition will build on their ‘online and cross-platform advertising campaign measurement and advertising solutions by adding real-time online effectiveness measurement’.
From the Press Release
Vizu’s industry-leading solutions will be integrated immediately into Nielsen’s product portfolio. Through its Brand Effect suite, Nielsen will now offer real-time reporting of online advertising performance broken out by media plan participant, frequency of ad exposure, advertising execution and targeting strategy. Real-time data will improve advertising efficiency by enabling in-flight optimization by advertisers and media companies. In conjunction with Nielsen Online Campaign Ratings(TM), Nielsen will provide clients a more comprehensive understanding of the reach and resonance of their online advertising.
“We are committed to providing a complete understanding of a brand’s end-to-end advertising campaign impact,” said Steve Hasker, President, Global Media Products and Advertising Solutions, Nielsen. “Vizu has developed a best-in-class solution for measuring and optimizing brand advertising effectiveness online, which offers a powerful complement to Nielsen’s cross-platform solutions for the advertising industry. We are pleased to welcome Vizu’s talented team to Nielsen and are excited to work together to further evolve our Brand Effect product suite, and provide unparalleled capabilities to advertisers, publishers and agencies.”
“Through quality measurement, publishers and advertisers can harness the power of online advertising and understand its true value in connecting with consumers,” said Dan Beltramo, CEO, Vizu. “Nielsen is committed to cross-platform measurement and advertising solutions that enable better understanding of the consumer and greater advertising efficiency. We’re confident that combining our advertising technology with Nielsen’s capabilities and expertise creates a stronger proposition for our clients and the industry.”
This acquisition is a continuation of Nielsen’s recent advancements in cross-platform advertising measurement. Vizu’s Ad Catalyst will be immediately available as part of Nielsen Cross-Platform Campaign Ratings and the Brand Effect suite to demonstrate an ad’s reach and resonance across online and TV. Nielsen Cross-Platform Campaign Ratings leverages Nielsen Online Campaign Ratings and Nielsen’s proprietary TV data to deliver unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising to allow for measurement of integrated marketing campaigns.
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