Nielsen Acquires Online Video Analytics Company GlanceGuide

Analytics and audience measurement giant Nielsen has acquired video analytics company GlanceGuide. Terms of the deal were not disclosed.

GlanceGuide’s analytics and measurements provide insights into how consumers interact with the video they watch online. GlanceGuide’s analytics have been already been integrated into Nielsen’s online video measurement tools to “deliver more actionable daily insights to media publishers, agencies and advertisers.”

Nielsen will now be offering enhanced video metrics to the online video advertising industry, which aggregates key measures like viewing duration, video visibility, and audio volume to provide a composite ‘score’ for a piece of video content or advertising.

Nielsen has been trying to boost its online video measurement analytics over the past six months, so an acquisition of a company makes sense instead of trying to develop the technologies in-house. Plus, GlanceGuide has been a Nielsen partner previously, so the company was familiar with the offerings they were buying.