Circana Completes NCSolutions Buy

Circana has completed its acquisition of NCSolutions, the joint venture between Nielsen and Catalina. The firm says it is still working on the acquisition of Nielsen's Marketing Mix Modeling business, which was announced at the same time.

The two buys were first announced last August. NCS was a joint venture formed in 2009 between majority owner Nielsen and shopper intelligence and personalization firm Catalina, with the former holding a majority stake. The firm helps CPG clients optimize their advertising via purchase-based audience targeting and sales measurement solutions.

Circana says the purchase is a significant step forward in expanding its media measurement and optimization capabilities: clients will gain enhanced access to audience targeting, in-flight optimization, and clean room solutions. NCS joins Circana's Media team, which works with advertisers and their agencies to plan, target, activate, measure and optimize media spend, and is led by P resident of Global Retail & Media Cara Pratt.

Circana CEO and President Stuart Aitken (pictured) comments: 'We are thrilled to welcome the talented NCS team to Circana and meaningfully enhance our media capabilities. Allocating finite marketing resources is one of the most critical and challenging decisions organizations face today - and there is no substitute for comprehensive, real-time data and actionable insights to optimize outcomes.'

Web site: www.circana.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.