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 NC솔루션 (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.
Circana 소개
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.
NCS 소개
NCS솔루션(NCS)은 광고 효과를 개선합니다. 과학적인 엄격함과 최첨단 기술을 바탕으로, NCS는 CPG 생태계가 보다 효과적인 광고를 제작하고 전달할 수 있도록 지원합니다. NCS의 검증된 접근 방식을 통해 브랜드는 구매 기반 오디언스 타겟팅 및 매출 측정 솔루션을 통해 광고가 게재되는 모든 곳에서 지속적인 최적화를 달성하고 있습니다.
카탈리나 소개
카탈리나는 쇼핑객 인텔리전스 및 정밀 타겟팅 인스토어, TV 및 디지털 미디어 분야의 선두주자로서 쇼핑객의 구매 여정을 개인화합니다. 독보적인 실시간 구매자 데이터베이스와 AI에 최적화된 데이터 과학을 기반으로 하는 카탈리나는 리테일러, CPG 브랜드 및 대행사가 미디어 계획, 실행 및 측정의 모든 단계를 최적화하여 연간 60억 달러 이상의 소비자 가치를 제공할 수 있도록 지원합니다. 미국, 코스타리카, 유럽에서 사업을 운영하는 카탈리나는 회사에 맡겨진 데이터의 개인정보 보호와 보안을 보장하고 소비자의 신뢰를 유지하는 것을 최우선 과제로 삼고 있습니다.
닐슨 마케팅 믹스 모델링 정보
닐슨 마케팅 믹스 모델링(MMM)을 통해 고객은 투자의 효과를 평가하고, 무엇이 효과적인지 파악하고, 그에 따라 마케팅 예산을 최적화할 수 있습니다. 또한 데이터 범위와 세분성을 위한 업계 최고의 성과 모델을 사용하여 중요한 마케팅 ROI 인사이트를 제공함으로써 고객이 현재와 미래의 마케팅 의사결정을 자신 있게 내릴 수 있도록 지원합니다.
닐슨 소개
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, 유튜브, Facebook 그리고 인스타그램).
Media Contacts
Circana: shelley.hughes@circana.com
Nielsen: carole.robinson@nielsen.com
Catalina: mediarelations@catalina.com
