Nielsen Buys Audience Insights Firm VisualDNA

Nielsen has acquired London-based consumer insights and analytics company VisualDNA, for an undisclosed sum.

Founded in 2006, VisualDNA uses patented technology to convert data from millions of opt-in visual personality quizzes into audience profiles. Its visual psychographic personality test gathers profiles directly from consumers, and has been taken by 40 million individuals to date. Its web analytics tool WHYanalytics, mines VisualDNA's data set to enable web site owners to understand the emotional characteristics of their audiences, and deliver targeted ads in real time.

In January, the firm opened an office in New York, where it appointed former Kantar Video exec Arthur McKinley as Head of North America. Then in September, the company launched a new service called 'Audiences With Personality', to provide a classification of audience buying behaviour to media agencies and publishers.

A Nielsen spokesperson told online publication The Drum the acquisition was complete, adding: 'The acquisition brings together the UK's two leading data players into a powerful new union. Additionally, the VisualDNA analytics solution, consumer survey capabilities and data footprint will enhance the Nielsen Marketing Cloud rollout in Europe'.

Web site: www.nielsen.com and www.visualdna.com .