Nielsen acquires AI marketing tool
Nielsen recently acquired vBrand, a startup that recently developed a machine-learning platform for sports marketing campaigns. Nielsen plans to integrate this platform into Nielsen Sports for its sports media evaluation kits Sports24 and Social24, according to a press release.
This solution will work alongside Nielsen Sports' logo recognition and media monitoring solutions to calculate brand positions across various screens. The tool can allow brands and companies to monitor their overall visibility and make adjustments to their digital signage and social media campaigns tom maximize their overall effectiveness.
"This is an exciting acquisition that demonstrates our continued ambition and commitment to our sports clients," Howard Appelbaum, president, Nielsen Entertainment, said in the release. "Bringing vBrand's technology into Nielsen Sports' existing sponsorship valuation process will further expand the scale of programming and events it covers around the world. It will also provide timely exposure information, enabling clients to make smarter and faster decisions on sponsorship placement. Nielsen Sports' brand exposure data and metrics are considered currency in the global sports marketplace, and we're delighted to strengthen that further with this acquisition."