Nielsen has acquired TVTY, a TV attribution provider and ad monitoring company based in Paris, and plans to expand its attribution. The financial terms of the deal have not been publicized. “TVTY’s solutions enable advertisers and agencies to seamlessly optimize their spend based on the outcomes most important to their business,” the researcher said. “TVTY will complement and expand Nielsen’s TV Attribution and Ad Intel services.”
According to Nielsen’s Chief Growth Officer and President, Sean Cohan, the opportunity will allow the company to better align the TV attribution with its cross-media strategy delivery, strengthening its ability to adequately measure its audience. “We’re excited to welcome TVTY into the Nielsen family,” Cohan said. “The acquisition of TVTY aligns to Nielsen’s strategy to deliver cross-media outcomes as a complement to audience measurement. TVTY bolsters Nielsen’s ability to size an audience with analytics.”
The expert explains that through its current media channel data and trend delivery, it offers “marketers full-funnel search, interest and sales metrics, enabling them to operate with speed and granularity.”
TVTY is currently based in more than 20 countries worldwide, including New York, London, Madrid, Lyon, and Paris. “We believe that TV advertising will be increasingly bought and optimized based on business outcomes,” CEO of TVTY, Eliott Reilhac added. “We are grateful for the passionate team, partners, and clients that have allowed us to build the platform needed for this new reality. Today, we are humbled to join the Nielsen family, and we know there is no better place to achieve our vision on a global scale.”