• by Tobi Elkin  @tobielkin, March 3, 2016

Nielsen on Thursday announced that it completed its acquisition of Pointlogic, a global provider of marketing decision support systems. Pointlogic software aids media-planning functions at agencies, media owners and advertisers.

The acquisition of Pointlogic further extends Nielsen's data and planning assets across its Watch and Buy divisions, according to the company.

Among the benefits for Pointlogic, the acquisition offers the opportunity to strengthen and better leverage the company's product portfolio, which includes Bizpoint, Brandpoint, Commspoint, Pinpoint and Valuepoint.

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

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.