Nielsen Buys Advertising Attribution Firm TVTY

(Image credit: Nielsen)

Nielsen said it acquired TVTY, a TV attribution provider and ad monitoring company based in Paris, France.

TVTY helps advertisers optimize spending based on business outcomes, complimenting Nielsen’s current attribution and intelligence services.

Financial terms were not disclosed.

"We're excited to welcome TVTY into the Nielsen family. The acquisition of TVTY aligns to Nielsen's strategy to deliver cross-media outcomes as a complement to audience measurement. TVTY bolsters Nielsen's ability to size an audience with analytics,” said Sean Cohan, chief growth officer and president, international at Nielsen.”

Nielsen sold off its Nielsen Connect business for $2.7 billion last year to focus on its media measurement business.

"We believe that TV advertising will be increasingly bought and optimized based on business outcomes,” Eliott Reilhac, CEO of TVTY said. “We are grateful for the passionate team, partners, and clients that have allowed us to build the platform needed for this new reality. Today, we are humbled to join the Nielsen family, and we know there is no better place to achieve our vision on a global scale."

Nielsen has been under fire recently for undercounting viewership during the pandemic as a result of the way it maintained its panel. 

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.