Nielsen Acquires Ad-Tracking Services3 Jul, 2012 By: Chris Tribbey
Nielsen had acquired ad-tracking technology company Vizu, a procurement that Nielsen says will enable it to better track the effects of advertising campaigns online and across other platforms.
The acquisition allows Nielsen to offer real-time reporting of online advertising results, broken out by plan participant, frequency of exposure, execution and strategy.
“We are committed to providing a complete understanding of a brand’s end-to-end advertising campaign impact,” said Steve Hasker, president of global media products and advertising solutions for 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."