• by Joe Mandese  @mp_joemandese, December 12, 2012

Marketing and media research giant Nielsen is hedging its bets and backing a new venture capital firm focusing on marketing technology start-ups. Terms were not disclosed, but Nielsen is an "anchor" investor in the new, New York City-based VC, Pereg Ventures, which is being led by Nielsen Executive Vice President-Global Business Development Itzhak Fisher who serves as chairman and partner of Pereg.

The companies said Pereg will predominantly focus on the U.S. market, but would also provide a "bride to Israeli innovators poised to enter the U.S. economy."

“Our investment and interest in Pereg Ventures is a natural next step in Nielsen's innovation continuum,” stated Nielsen CEO David Calhoun. 

The companies said Nielsen’s investment is "conditioned on the fund obtaining total investment commitments of not less than $25 million, which is planned for the first half of 2013."