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| Nielsen acquires GlanceGuide |
| Wednesday, 05 May 2010 00:00 |
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Nielsen has announced that it has purchased video analytics and technology firm GlanceGuide.
As part of the deal, the California-based GlanceGuide will be integrated into Nielsen's online video measurement tools. Nielsen hopes that the purchase will allow the company to provide media publishers, advertisers and agencies with better data and give clients a clearer understanding of who is watching their online streaming video content. The company will now be able to offer clients a new online video measurement metric called the "attentiveness score", which aggregates key elements such as viewing duration, content visibility and audio volume to provide an overall score for a piece of advertising or streaming video content. In a joint statement, GlanceGuide co-founders Indra Mohan and Desikan Jagannathan, said: "This is truly a match where the sum is much greater than the parts. "[It will] enable media clients to better sell their audience, while providing marketers with the tools to improve the effectiveness of their advertising."  |