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Nielsen completes Visual IQ purchase

Nielsen Holdings plc closed the acquisition of Visual IQ, an independent provider of multitouch attribution modeling of advertising on digital platforms.

Visual IQ will operate as a stand-alone business unit within Nielsen's Marketing Effectiveness segment, the company said Oct. 5. Visual IQ will now be called "Visual IQ, a Nielsen company." The company will continue to operate from its headquarters in Boston.

The acquisition is expected to allow Nielsen to automatically ingest and process large datasets, as well as provide Nielsen with access to more proprietary big data from advertisers, publishers and retailers.

Financial terms of the deal were not disclosed.