By Jonathan Easton

Measurement and analytics firm Nielsen has announced the acquisition of TV attribution provider TVTY

The company said that the acquisition will bring a wide range of outcomes capabilities that improve TV campaign execution, while TVTY’s solutions will complement and expand Nielsen’s TV Attribution and Ad Intel services.

Based in Paris, TVTY also has offices in New York, London, Madrid and Lyon and operates in more than 20 countries worldwide. Its clients range from food and beverage firms like Coca-Cola and Deliveroo to carmakers Volkswagen and Renault.

Nielsen’s chief growth officer and president, International, Sean Cohan 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, optimise and assess the performance of spend across channels and markets. Together we will be powering a better media future for marketers.”

CEO of TVTY, Eliott Reilhac 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.”