Nielsen buys TVTY

Founded in 2009, TVTY offers tools used by advertisers and agencies to optimise media spend.

The company has a presence in Paris, New York, London, Madrid and Lyon and operates in 20 countries.

The deal will expand Nielsen’s TV attribution and advertising intelligence services.

Sean Cohan, chief growth officer and president, international, Nielsen, said: "The acquisition of TVTY aligns to Nielsen’s strategy to deliver cross-media outcomes as a complement to audience measurement. TVTY bolsters Nielsen’s ability to size an audience with analytics."

Eliott Reilhac, chief executive, TVTY, added: "We believe that TV advertising will be increasingly bought and optimised based on business outcomes."