Talkwalker acquires Nielsen Social

Talkwalker has purchased US-based Nielsen Social, a provider of social measurement and audience insights software.

No financial details were disclosed.

Headquartered in New York, Nielsen’s social content ratings software provides measuring, advertising and engagement tools to help media owners, advertisers and agencies identify consumer habits and trends worldwide.

Its technology captures television activity on a 24/7 basis and identifies audiences likely to amplify brand messages on social media platforms.

The software also analyses engagement with network programmes and talent properties.

Nielsen’s database, Gracenote, signals when episodes air across linear television.

As a result, the target’s system can adjust which terms are tracked during a broadcast and deliver precise measurements and information to its clients.

The group’s software identifies and analyses activity across 846 programmes and 150 networks, including social media channels such as Facebook, Twitter and Instagram.

Robert Glaesener, chief executive of Talkwalker, said: “With the addition of Nielsen social content ratings to our AI [artificial intelligence] platform, we can expand our offering in consumer, category and audience insights, and further accelerate our global growth.”

The deal will also strengthen its presence within the US enterprise market.

Launched in 2009, Talkwalker’s AI-based platform enables companies to protect, measure and promote their brands worldwide.

Its technology monitors and analyses online conversations in real-time across social networks, news websites, blogs and forums in 187 languages.

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Talkwalker has offices in New York, Luxembourg and Paris, among other locations, and serves brands such as Adidas, Yves Rocher, Wunderman and Merck.

Zephyr, the M&A database published by Bureau van Dijk, shows there have been 2,365 deals targeting software publishers announced globally in 2020 to date.

Insight Holdings Group’s acquisition of Cyprus-based Veeam Software for USD 5.00 billion was the most valuable of these.

Other companies targeted in this sector so far in 2020 include Industrial & Financial Systems, naviHealth and Compuware.

© Zephus Ltd

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