CHICAGO and NEW YORK — Circana, an advisor on the complexity of consumer behavior, announced plans to acquire NCSolutions (NCS) and Nielsen’s Marketing Mix Modeling (MMM) business.
“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 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.”
The additions will support Circana’s media measurement capabilities as well as increase its marketing mix modeling and unified measurement solutions. This will provide clients from all three businesses with broader access to audience targeting and media measurement.
“NCSolutions and Nielsen’s Marketing Mix Modeling are strong businesses that deliver spectacular value for clients,” said 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.”
NCS and Nielsen MMM will be integrated into the media team at Circana, which works with advertisers and agencies to plan, measure and optimize media spend.
The transaction is set to be completed in Q4.
