Nielsen has acquired marketing software company Pointlogic.
Pointlogic software is integral to media planning for ad agencies, media owners and advertisers; It systems improve precision and allocation.
The audience research firm says the acquisition will extend Nielsen’s data and planning assets across its Watch and Buy divisions, and advance adoption of Nielsen’s Total Audience data, including Digital/Total Ad Ratings and Digital/Total Content Ratings worldwide.
For Netherlands-based Pointlogic, the acquisition gives the company the opportunity to strengthen its product portfolio.
The companies had formed an alliance in 2014 to co-develop Nielsen Media Impact which enable clients to predict the impact of their plans on sales and brand equity before committing investments; It delivers reach, resonance and reaction data in a single platform, helping clients improve their marketing effectiveness with software.
“This acquisition significantly enhances our clients’ ability to plan and execute with greater precision in today’s digitally enabled marketing environment,” said Megan Clarken, President, Product Leadership, Nielsen. Nielsen Media Impact launched in the U.S. and Italy in 2015 and will expand to more than eight countries across Europe, Asia and Latin America over the next year.