Nielsen Buys Real-Time Ad Tech Firm Vizu

Nielsen has underlined its commitment to cross-platform measurement with the acquisition of ad campaign optimisation technology firm Vizu. Terms were not disclosed.

Vizu's solutions will be integrated immediately into Nielsen's Cross-Platform Campaign Ratings and Brand Effect suite, adding real-time online effectiveness measurement to the research giant's TV data, and allowing clients to analyse the impact of integrated campaigns and 'in-flight' changes. Ad performance will be broken out by media plan participant, frequency of ad exposure, advertising execution and targeting strategy.

Steve Hasker, Nielsen's President, Global Media Products and Advertising Solutions, says the group is committed to providing a complete understanding of brands' end-to-end advertising campaign impact. He adds: '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.'

Vizu CEO Dan Beltramo comments: '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.'

The companies are online at www.nielsen.com and www.vizu.com .