• The Drum, Thursday, December 22, 2016 8:07 AM

Just a day after purchasing media metadata business Gracenote for $560 million, Nielsen confirmed that it acquired audience data business VisualDNA, according to a report in The Drum. The financial terms of the deal were not disclosed. "VisualDNA is an audience data business that supplies data to brands, agencies and publishers. The data is based off the results of a psychographic personality test that’s been taken by over 40 million people," according to the report. The acquisition, for Nielsen, joins two of the U.K.'s leading data providers and the VusualDNA analytics tool, consumer survey capabilities, and data footprint are expected to bolster the rollout of the Nielsen Marketing Cloud in Europe, a Nielsen spokesman told The Drum. From Crunchbase, The Drum learned that "VisualDNA is a consumer insights and analytics company that profiles people using engaging visual personality quizzes. The personality profiling company helps clients to get insight into various areas of their lives, and its patented technology creates detailed and accurate personality profiles."

Read the whole story at The Drum »