Toluna Buys Digital Tracking Firm Crossense

Online community and survey tech provider Toluna has acquired Israel-based digital tracking specialist Crossense from incubator firm Nielsen Innovate. Terms of the deal were not disclosed.

Crossense provides insight into cross-platform digital behavior, by passively collecting granular traffic data on individual consumers, in real-time from video and music consumption, ad exposure, and e-Commerce transactions. Last year, the business joined Nielsen Innovate, the Watch and Buy giant incubator division, which helps develop and fund business ideas and bring them to market.

As part of the acquisition, the Crossense team will join Toluna's R&D center in Haifa, Israel, while co-founder Tsahi Ben-Yosef (pictured) takes up the role of Toluna Director, Product Management. Toluna CEO Frédéric-Charles Petit comments: 'At Toluna we are committed to providing customers with high-value insight, accessible in real-time. Crossense data provides unrivaled depth of information via the Toluna digital consumer insight platform. This offering will change the way marketing decisions are made'.

Web sites: www.corporate.toluna.com , www.crossense.io and www.nif.vc .