Nielsen Buys Ad Attribution Company TVTY

Nielsen has acquired TVTY, a TV attribution provider and ad monitoring company based in Paris. Financial terms were not disclosed.

Nielsen said: “TVTY brings a wide range of outcomes capabilities that improve TV campaign execution. TVTY’s solutions enable advertisers and agencies to seamlessly optimize their spend based on the outcomes most important to their business. TVTY will complement and expand Nielsen’s TV Attribution and Ad Intel services.”

Sean Cohan, Nielsen’s chief growth officer and president, international, said: “We’re excited to welcome TVTY into the Nielsen family. 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. Nielsen offers marketers full-funnel search, interest and sales metrics, enabling them to operate with speed and granularity. We offer valuable data insights to plan, optimize and assess the performance of spend across channels and markets. Together we will be powering a better media future for marketers.”

Eliott Reilhac, CEO of TVTY, added: “We believe that TV advertising will be increasingly bought and optimized based on business outcomes. 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.”

TVTY has offices in New York, London, Madrid and Lyon in addition to Paris and operates in more than 20 countries worldwide.