Nielsen acquires Visual IQ to bolster attribution capabilities

Data measurement company Nielsen is looking to improve its utility to advertisers by announcing the acquisition of Visual IQ, a marketing intelligence company that specializes in multi-touch attribution (MTA) with the transaction set to conclude by October.
The deal was announced Wednesday 27 September, with Nielsen claiming it will now be able to more effectively process large data sets as Visual IQ's software platform will provide it with access to more proprietary big data from adve