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Nielsen buys Visual IQ

Nielsen Holdings of New York has reached an agreement to acquire marketing intelligence software Visual IQ, based in Boston. The company specializes in consumer profiling and marketing performance analysis. Its products will be integrated into Nielsen's marketing effectiveness measurement service. The deal is expected to close in October.

"Our acquisition of Visual IQ strengthens Nielsen's powerful capabilities in the marketing effectiveness space, bringing speed and granularity at scale to ROI measurement," said Matt Krepsik, global head of product leadership for marketing ROI at Nielsen. "Visual IQ's rich history of marketing attribution and digital intelligence combined with Nielsen's gold-standard marketing effectiveness solutions will provide advertisers, publishers and agencies with a holistic platform that offers the transparency to optimize and improve the return on marketing investments."

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