Nielsen has bolstered its advertising intelligence services by buying Ebiquity’s AdIntel unit for £26m.
Marketing and media analytics consultancy Ebiquity said it will now be able to focus on its Media Value Measurement (MVM) and Marketing Performance Optimisation (MPO) divisions which it said have grown faster than its Marketing Intelligence (MI) unit.
Michael Karg, chief executive officer of Ebiquity, said: “This is a transformational moment for Ebiquity, our growth acceleration plan, which focuses on seizing market opportunities in our faster growing MVM and MPO segments, will be enhanced through our ability to invest in these services to seize and establish a leadership position.
“Nielsen is the logical home for our colleagues in MI and we wish them every success for the future."
Karg added that the income from the sale will be reinvested in predictive and algorithmic models for its data scientists.
A Nielsen spokesperson added: "Nielsen regularly reviews our product portfolio to ensure we have the right mix of capabilities and services to address the needs of our clients today and in the future. As a result, we recently entered into an agreement, subject to regulatory approval, to acquire advertising intelligence business assets from Ebiquity, a leading, independent, tech-enabled marketing and media consultancy listed on the London Stock Exchange.
"Ebiquity's digital platform and advanced functionality allows clients to view, sort and analyze competitor advertising, linking ad creative and ad spend in more than 90 countries."
The purchase is subject to approval from the CMA and is scheduled for competition Q2 2018.