Nielsen has acquired technology advertising analysis company Vizu and plans to make Vizu’s Ad Catalyst available immediately.
“Until now, Nielsen measured an online advertising’s reach but not its effectiveness,” reports TechCrunch. Vizu will allow advertisers to access real-time data regarding Internet advertising campaigns.
“Eventually, Nielsen will do more to integrate Vizu’s features with its measurement of online ad reach, and with its cross-platform products,” notes the post.
The goal, says Scott McKinley, Nielsen executive VP for Ad Effectiveness, is “bringing data out of Vizu systems and connecting up with how we measure television, so we can offer advertisers a complete picture of reach and effectiveness across television and online.”
In related news from Lost Remote: “The social TV analytics and curation company Trendrr is planning to launch a new service that will enable TV stations to measure social conversations around local programming and talent — and compare those conversations with their competitors.”
According to the report, Trendrr plans to initially launch the service in New York, Los Angeles and Chicago during the next quarter. It will add new sources to combine with the data it currently measures from Twitter, Facebook, GetGlue, Viggle and Miso.
Nielsen has acquired technology advertising analysis company Vizu and plans to make Vizu’s Ad Catalyst available immediately.
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