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.
关于 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.
关于 NCS
NCSolutions (NCS) 让广告效果更佳。凭借严谨的科学态度和领先的技术，NCS 使消费类电子产品生态系统能够创建和提供更有效的广告。凭借 NCS 久经考验的方法，品牌通过基于购买的受众定位和销售测量解决方案，在广告出现的任何地方都实现了持续优化。
关于卡塔利娜
Catalina 是购物者智能和精确定向店内、电视和数字媒体领域的领先企业，可个性化购物者的购物之旅。在无与伦比的实时购物者数据库和人工智能优化数据科学的支持下，康泰纳仕帮助零售商、CPG 品牌和代理商优化媒体规划、执行和测量的每一个阶段，每年为消费者带来 60 多亿美元的价值。康泰纳仕在美国、哥斯达黎加和欧洲开展业务，其首要任务是确保委托给公司的数据的隐私和安全，并维护消费者的信任。
关于尼尔森营销组合模型
尼尔森营销组合模型（MMM）使客户能够评估其投资的影响，了解哪些投资是有效的，并相应地优化营销预算。它利用行业领先的数据覆盖面和粒度性能模型，提供重要的营销投资回报率洞察，帮助我们的客户满怀信心地做出当前和未来的营销决策。
关于尼尔森
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, 在 Facebook 上 和 Instagram).
媒体联系方式
Circana: shelley.hughes@circana.com
Nielsen: carole.robinson@nielsen.com
Catalina: mediarelations@catalina.com
