Nielsen will acquire Visual IQ’s MTA software platform, along with the underpinning data, technology and intellectual property, to help improve its ability to process large datasets, as well as give it access to more proprietary big data from advertisers, publishers and retailers.

Visual IQ allows brands to measure consumers across channels and devices and connect ad exposure with metrics such as brand engagement, online conversion and in-store sales.

Matt Krepsik, global head of product leadership for marketing RoI, Nielsen, said: “Our acquisition of Visual IQ strengthens Nielsen’s capabilities in the marketing effectiveness space, bringing speed and granularity at scale to RoI measurement.”

Manu Mathew (pictured), co-founder and CEO at Visual IQ, said: “Our mission at Visual IQ has always been to drive marketing effectiveness with algorithmic attribution technology that allows customers to view tactical advertising performance through the lens of key audience segments.

“Our team is excited to be joining the Nielsen family as we integrate our capabilities with theirs, and provide increased value to clients.”