NEWS11 April 2011

Symphony launches ad measurement business and buys FactorTG

M&A North America

US— Symphony Technology Group, the owner of retail and CPG researcher SymphonyIRI, has launched an ad performance measurement business along with the acquisition of San Francisco’s Factor Technology Group.

FactorTG has been in business since 1999 and has fielded millions of brand effectiveness surveys for clients in the media, automotive, consumer goods, finance and pharmaceutical sectors.

It is now part of Symphony Advanced Media, which is offering marketers cross-media performance analysis and insights that feed into media allocation and segmentation decisions, with the ultimate goal being to deliver a higher return on investment on ad spend.

SymphonyAM is led by Manish Bhatia, Nielsen’s former president of advanced digital services.