Audience measurement service Nielsen is boosting its ability to monitor digital ad effectiveness, announcing this week that it will buy marketing intelligence software provider Visual IQ.
Visual IQ specializes in multitouch attribution combined with performance monitoring by audience segment. In multitouch attribution, the credit for a sale or other desired action is distributed across several ad drivers, such as shared credit between a mobile web ad, a desktop web ad and an email from the same advertiser to the same geography in a given period of time.
Deal terms were not made public.
The purchase is one more indication that Nielsen is taking steps to strengthen the digital side of its business, and to supplement its customary panel-based way of measuring impact.
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.