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TV and online audience analytics firm Nielsen has acquired ad tech startup Vizu, a move that will help the company optimize online ad effectiveness and cross-platform measurement.

The terms of the deal were not disclosed. However, unlike many acquisition agreements, Vizu’s technology will be integrated immediately into Nielsen’s offerings. Vizu’s Brand Effect suite will make it possible for Nielsen to give out real-time reports of online ad performance that is “broken out by media plan participant, frequency of ad exposure, advertising execution, and targeting strategy.” All of those are key to marketing online in the age of social media and real-time engagement.

“We are committed to providing a complete understanding of a brand’s end-to-end advertising campaign impact,” said Steve Hasker, president of global media products and ad solutions for Nielsen, in a statement. “Vizu has developed a best-in-class solution for measuring and optimizing brand advertising effectiveness online, which offers a powerful complement to Nielsen’s cross-platform solutions for the advertising industry.”

Prior to Neilsen’s buy, San Francisco-based Vizu had raised $10.7 million from investors including Draper Fisher Jurvetson, iNovia Capital, Greycroft Partners, Ron Conway, and Esther Dyson.

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