Ebiquity has entered into an agreement to sell its Advertising Intelligence business to Nielsen.
The business comprises its Portfolio advertising monitoring platform, ePublisher validation and verification platform and communications insight services operating in Australia, Germany, the UK and the US.
The Advertising Intelligence business will complement and broaden Nielsen’s existing capabilities in key countries and is aligned with Nielsen’s broader strategy for Total Audience Measurement.
Ebiquity says it will be business as usual for the services it provides to The Drinks Association. The client service team in Sydney will remain with the business and continue to service the Association's requirements.
Portfolio will also continue, as will the quality of data that you rely on. The company's priority will be to continue delivering an exceptional service and constantly improve service and coverage.
The sale is subject to UK Competition and Markets Authority approval, and completion is anticipated to take place during the second quarter of 2018. When the sale completes, all of the employees associated with the business, the assets and the trade will transfer to Nielsen.
For Ebiquity, the sale will accelerate its aim of becoming the world’s leading tech-enabled marketing and media analytics consultancy. It believes a more operationally-aligned, streamlined business will allow it to better respond to client needs in areas of growing importance, including:
>> A strong desire for media transparency across partners and suppliers.
>> More scrutiny of digital advertising performance.
>> Heightened complexity in technology and data.
>> Increased focus on evidence-based marketing, particularly in leveraging data to drive better customer experiences, marketing performance and marketing ROI.
Ebiquity CEO Michael Karg said: “This is a transformational moment for Ebiquity. We are now fully focussed on seizing market opportunities in our faster growing Media, Analytics and Tech practices, which we will enhance through our ability to invest in these services. Nielsen is the logical home for our colleagues and we wish them every success for the future.”