Nielsen Takes Stake in Venture Capital Firm

Nielsen has taken a minority stake in a new venture capital firm called Pereg Ventures, which plans to help start-ups offering technology for marketing and customer understanding.

New York-based Pereg will invest in companies developing marketing intelligence innovations, ad solutions, management tools, and related mobile and online devices. The company will focus initially on the US market, while also providing a 'bridge' to Israeli companies planning to enter the US market; and will focus on providing early-stage funding after companies have already attracted initial seed investments.

While terms of the deal with Nielsen were not disclosed, the investment is conditional on the fund obtaining total commitments of not less than $25m by the first half of 2013.

As DRNO reported in September, the new firm will be led by Nielsen EVP, Global Business Development Itzhak Fisher, who serves as its Chairman. His business partner and Pereg's CEO Claudia Iannazzo comments: 'We have the best of both worlds with a minority investment from Nielsen that enables us to draw on its unique insights and resources, yet Pereg Ventures will be fully independent in pursuing the right outcomes for our portfolio companies and broader investment community.'

Web sites: www.peregventures.com and www.nielsen.com .