As addressable advertising continues to expand, Nielsen is making a move to bolster its marketing effectiveness, acquiring marketing intelligence software provider Visual IQ.

By getting its hands on Visual IQ’s multitouch attribution advertising model for digital platforms—and the data and technology that fuels it—Nielsen says it will be able to increase its ability to process large data sets, and increase its clients’ ROI.

Multitouch attribution models track the steps involved in a conversion and analyzes how consumers interact with media, which as Nielsen CEO Mitch Barns puts it, it’s “a fancy way of saying they measure the effectiveness of advertising on digital platforms.”

Barns also said that the acquisition will allow clients to refresh their ROI metrics on a daily basis.

The company made the announcement during its Advertising Week session, which focused on marketplace innovations.

The Visual IQ deal is expected to close next month.

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