Nielsen continues spending spree as it confirms acquisition of VisualDNA

21 December 2016 – Ronan Shields, Digital Editor at The Drum, writes: Nielsen has confirmed that it has bought audience data business VisualDNA for an undisclosed sum to further its marketing cloud efforts, The Drum can reveal.

The acquisition comes just a day after it was reported that Nielsen had paid $560m for media metadata business Gracenote.

VisualDNA is an audience data business that supplies data to brands, agencies and publishers. The data is based off the results of a psychographic personality test that’s been taken by over 40 million people.

A spokesperson for Nielsen, said: “I can confirm that Nielsen has completed an acquisition of VisualDNA, a leading audience personality data provider and marketing technology company.” More...