During the last quarter of 2016, Nielsen Holdings had revenues of 1,655 million dollars, 2 percent more than in 2015. Its growth is explained because the audience measurement in digital media, apps and websites continues to grow , in addition to the traditional media.
Although Nielsen is a pioneer in rating measurement, the truth Guatemala Phone Number List is that the company has expanded its portfolio of services to brands, advertisers, digital media, applications, mobile services, among others. On this occasion, it turned out that the firm acquired Visual IQ to use artificial intelligence to help advertisers improve their returns on investment (ROI).
According to Recode, with Visual IQ, Nielsen will now be able to use marketing intelligence services specialized in multi-touch attribution, which will be reflected in greater efficiency in obtaining data, since through its new AI platform you will have greater access to data from big Brother Cell Phone List brands, retail chains, retailers, and even media. According to the global head of marketing of Nielsen, Matt Krepsik, it will increase the space of effectiveness in aspects of digital marketing of the brands, which will be reflected in the speed in the measurement of the ROI, that is, a greater transparency to optimize these processes.
Previously, Nielsen acquired vBrand , another machine learning platform that measures brand exposure only in sports programming , and it was as advertisers seek to establish ROI strategies, albeit for sports segments.