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Nielsen Takes Controlling Stake In Nielsen Catalina, Doubles Down On Measuring Buying Behavior

AdExchanger reports that Nielsen is increasing its ownership stake in Nielsen Catalina Solutions (NCS) – its joint venture with shopper marketing company Catalina – from 50% to a majority 63.5%. Nielsen Catalina connects TV viewing and digital ad exposure to in-store buying, which Nielsen claims perfectly aligned with its business strategy. Nielsen is developing a platform in conjunction called the Connected Buy System, which a Nielsen spokesperson later described as an automated “data exchange” based on machine-learning algorithms. "It’s not an attribution system. Instead, it’s intended to combine data and analytics to help retailers and CPGs improve marketing and merchandising decisions. Nielsen said its data investments like the data management platform/data exchange eXelate, have opened up new conversations around audience addressability. EXelate’s links to 200 data partners and 100-plus media platforms are one example," according to AdExchanger.

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