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Acquisition expands its media measurement capabilities while also increasing marketing mix modeling and unified measurement solutions and footprint.
August 26, 2024
By: TOM BRANNA
Editor
Circana will acquire NCSolutions (NCS), the joint venture between Nielsen and Catalina that is said to improve advertising effectiveness, and Nielsen’s Marketing Mix Modeling (MMM) business. A purchase price was not disclosed.With these two acquisitions, Circana will expand its media measurement capabilities while increasing its marketing mix modeling and unified measurement solutions and footprint. As a result, clients of all three organizations will gain broader access to audience targeting, m...
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