The business, one of Ebiquity’s four divisions, comprises its Portfolio advertising monitoring platform, ePublisher validation platform and verification platform and communications insight services in the UK, US, Australia and Germany.

On completion of the sale, all Ebiquity employees associated with the business, the assets and the trade will transfer to Nielsen.

Last month, Ebiquity launched a marketing technology consultancy practice, a move it said was in response to client demand for advice on data, marketing and advertising technology.

Michael Karg, chief executive, Ebiquity plc (pictured), said: "We are now fully focused on seizing market opportunities in our faster growing media, analytics and tech practices, which we will enhance through our ability to invest in these services. Nielsen is the logical home for our colleagues and we wish them every success for the future."

A Nielsen spokesperson said: "Nielsen regularly reviews our product portfolio to ensure we have the right mix of capabilities and services to address the needs of our clients today and in the future. 

"We recently entered into an agreement, subject to regulatory approval, to acquire advertising intelligence business assets from Ebiquity, a leading, independent, tech-enabled marketing and media consultancy listed on the London Stock Exchange (LSE). Ebiquity’s digital platform and advanced functionality allows clients to view, sort and analyse competitor advertising, linking ad creative and ad spend in more than 90 countries."

The sale is subject to UK Competition and Markets Authority (CMA) approval, and is expected to complete during the second quarter of 2018.