CHICAGO and NEW YORK — Aug. 26, 2024 - Circana™ , a leading advisor on the complexity of consumer behavior, today announced it has entered into definitive agreements to acquire NCSolutions (NCS), the joint venture between Nielsen and Catalina that improves advertising effectiveness, and Nielsen’s Marketing Mix Modeling (MMM) business.
With these two acquisitions, Circana will expand its media measurement capabilities while also 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, media measurement, in-flight optimization, and clean room solutions. Additionally, this combination will increase efficiency and offer better products and services to fuel clients’ growth via more targeted and impactful advertising.
“We are excited to welcome NCSolutions and Nielsen’s Marketing Mix Modeling business to Circana to expand and enhance our media capabilities for our clients,” said Kirk Perry, president and chief executive officer of Circana. “Both businesses have incredible expertise, solutions, and clients that, when combined with Circana’s data and technology assets, will fuel clients’ growth.”
“NCSolutions and Nielsen’s Marketing Mix Modeling are strong businesses that deliver spectacular value for clients,” said Karthik Rao, chief executive officer of Nielsen. “As Nielsen focuses on expanding its leadership position in audience measurement and content data, we’re thrilled that the tremendous leadership and passionate teams at NCS and MMM can continue to accelerate their growth through synergies within Circana.”
Both businesses eventually will be integrated into Circana’s Media team. Circana’s Media team works with advertisers and their agencies to plan, target, activate, measure, and optimize media spend. Its media solutions portfolio is built on a robust enterprise technology platform, actionable CPG and general merchandise shopper, sales, and causal data sets, and advanced analytics.
The transactions are expected to close during the fourth quarter of 2024, subject to regulatory approvals and the completion of any required information and consultation obligations, including any works councils’ processes.
Simpson Thacher & Bartlett LLP and Dentons acted as legal advisors to Circana. Morgan Stanley & Co. LLC acted as lead financial advisor to Nielsen. Bank of America Securities also acted as a financial advisor. Gibson Dunn & Crutcher LLP, Baker McKenzie, and DLA Piper acted as legal advisors to Nielsen. Weil, Gotshal & Manges LLP acted as legal advisor to Catalina.
Über Circana
Circana is a leading advisor on the complexity of consumer behavior. Through superior technology, advanced analytics, cross-industry data, and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand, and outpace the competition. Learn more at circana.com.
Über NCS
NCSolutions (NCS) sorgt dafür, dass Werbung besser funktioniert. Mit wissenschaftlicher Strenge und modernster Technologie unterstützt NCS das CPG-Ökosystem bei der Erstellung und Bereitstellung effektiverer Werbung. Mit dem bewährten Ansatz von NCS erreichen Marken eine kontinuierliche Optimierung überall dort, wo Werbung erscheint, durch kaufbasiertes Audience Targeting und Lösungen zur Umsatzmessung.
Über Catalina
Catalina ist ein führender Anbieter von Shopper Intelligence und zielgenauen In-Store-, TV- und digitalen Medien, die die Shopper Journey personalisieren. Angetrieben von einer konkurrenzlosen Echtzeit-Shopper-Datenbank und KI-optimierter Datenwissenschaft hilft Catalina Einzelhändlern, CPG-Marken und Agenturen, jede Phase der Medienplanung, -ausführung und -messung zu optimieren, um jährlich einen Mehrwert für die Verbraucher von mehr als 6 Milliarden US-Dollar zu erzielen. Mit Niederlassungen in den USA, Costa Rica und Europa hat Catalina keine höhere Priorität als den Schutz und die Sicherheit der dem Unternehmen anvertrauten Daten zu gewährleisten und das Vertrauen der Verbraucher zu erhalten.
Über Nielsen Marketing Mix Modeling
Nielsen Marketing Mix Modeling (MMM) ermöglicht es Kunden, die Auswirkungen ihrer Investitionen zu bewerten, zu verstehen, was funktioniert, und Marketingbudgets entsprechend zu optimieren. Es liefert wichtige Marketing-ROI-Einblicke unter Verwendung branchenführender Performance-Modelle für Datenabdeckung und Granularität, um unseren Kunden zu helfen, aktuelle und zukünftige Marketingentscheidungen mit Vertrauen zu treffen.
Über Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook und Instagram).
Media Contacts
Circana: shelley.hughes@circana.com
Nielsen: carole.robinson@nielsen.com
Catalina: mediarelations@catalina.com
