Nielsen buys Audience Analytics
Yesterday, the Nielsen Co. announced that it had acquired Audience Analytics and its Audience Watch software, which Nielsen said would strengthen its ability to process, integrate and report on large quantities of audience measurement data.
Terms of the transaction were not available.
The Audience Watch software will become the primary delivery mechanism for the Nielsen DigitalPlus product line and will provide analytics on tuning and interactive television (iTV) usage based on set-top box (STB) data, as well as measurement of video-on-demand (VOD) transactions.
Nielsen said it will develop a single platform to integrate complex and varied data sets. This includes the company’s TV, Internet, mobile and consumer data, which are integrated for NielsenConnect products, and the TV/Internet convergence panel, which will provide a single-source view of the interactions between TV viewing and in-home Internet usage.
Audience Analytics’ system will complement Nielsen’s existing data delivery systems, such as Npower. Nielsen said the acquisition will enable it to offer new insights to advertisers, agencies, broadcast and cable networks, local television stations, MSOs, satellite operators, ISPs, wireless providers and telcos.
Additionally, Mark Cannon, Audience Analytics’ founder and leader, will join Nielsen as SVP of analytics technology.
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