New York – Nielsen, a provider of information and insights into what consumers watch and buy, has announced its acquisition of Vizu, a technology company that enables advertisers and publishers to assess and optimise online advertising effectiveness.

This acquisition is a continuation of Nielsen’s recent advancements in cross-platform advertising measurement. Vizu will build on Nielsen’s online and cross-platform advertising campaign measurement and advertising solutions by adding real-time online effectiveness measurement. Vizu’s solutions will be integrated immediately into Nielsen’s product portfolio.

Through its Brand Effect suite, Nielsen will now offer real-time reporting of online advertising performance broken out by media plan participant, frequency of ad exposure, advertising execution and targeting strategy. Real-time data will improve advertising efficiency by enabling in-flight optimisation by advertisers and media companies. In conjunction with Nielsen Online Campaign Ratings, Nielsen will provide clients a more comprehensive understanding of the reach and resonance of their online advertising.