Circana announced plans to acquire NCSolutions, the joint venture between Nielsen and Catalina, and Nielsen’s Marketing Mix Modeling (MMM) business. These two acquisitions will expand Circana’s media measurement capabilities and increase its marketing mix modeling and unified measurement solutions and footprint.
“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,” says Kirk Perry, president and CEO 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,” says Karthik Rao, CEO 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.”
Key takeaways:
- Clients of all three organizations will gain broader access to audience targeting, media measurement, in-flight optimization, and clean room solutions.
- Both businesses eventually will be integrated into Circana’s media team.
