VNU has acquired data analyst ACNielsen in a deal valued at $2.3 billion (£2 billion).
The acquisition, expected to be completed early next year, reunites the ACNielsen brands after VNU purchased Nielsen Media Research last year.
VNU said ACNielsen was an excellent fit with its own marketing and media information businesses and would complement its consumer goods, television, internet and entertainment activity.
“ACNielsen’s retail measurement data, in conjunction with VNU’s existing marketing information services, should enable the combined company to take a larger role in supporting advertisers in managing their marketing and media investments and monitoring their effectiveness through timely sales reports,” said VNU.
This article was first published on Media Week