Nielsen Acquires Pointlogic

Nielsen today said it has completed its purchase of Pointlogic, a global provider of marketing decision support systems. With clients in more than 100 countries, Pointlogic software is used in the media planning functions of agencies, media owners and advertisers.

Nielsen said the acquisition “further extends Nielsen’s data and planning assets across its Watch and Buy divisions, and advances the adoption of Nielsen Total Audience data, including Digital/Total Ad Ratings and Digital/Total Content Ratings around the world.”

It added that Pointlogic will now be able to strengthen and better leverage its products, which include Bizpoint, Brandpoint, Commspoint, Pinpoint and Valuepoint.

Nielsen and Pointlogic formed a strategic alliance in 2014 to co-develop Nielsen Media Impact, a tool using best-in-class media measurement, and advanced analytics that lets clients predict the impact of their plans on sales and brand equity before committing investments.

“This acquisition significantly enhances our clients’ ability to plan and execute with greater precision in today’s digitally enabled marketing environment,” said Megan Clarken, Nielsen president of product leadership. “Together with Pointlogic, Nielsen is transforming the way clients reach, engage and activate consumer connections in the most effective way — with the brand and business outcomes they want to achieve.”

Nielsen Media Impact launched in the U.S. and Italy in 2015 and will expand to more than eight countries across Europe, Asia and Latin America over the next year.