Nielsen continues spending spree as it confirms acquisition of VisualDNA

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.