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.
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