Nielsen has acquired technology firm Vizu, which enables marketers to access and optimise online advertising effectiveness, in a bid to bolster its campaign measurement offerings.
The provider of information and insights into what consumers watch and buy will integrate Vizu’s industry-leading solutions into its product portfolio.
Nielsen’s Brand Effect tool will now offer real-time reporting of online advertising based on ad frequency, targeting strategy and execution of campaigns through this integration.
Steve Hasker, president of Global Media Products and Advertising Solutions at Nielsen, said: “We are committed to providing a complete understanding of a brand’s end-to-end advertising campaign impact.
“Vizu has developed a best-in-class solution for measuring and optimising brand advertising effectiveness online, which offers a powerful complement to Nielsen’s cross-platform solutions for the advertising industry.”
He added that both companies will work together to evolve the Brand Effect product suite even further.
This is just one tool that can help marketers measure the success of their online advertising campaigns as Yahoo! is expected to set its Genome tool live this month.
Genome allows online marketers to sift through and analyse behavioural and advertising-related data.
