Privately held Nielsen will acquire IAG Research, a firm that measures consumer media engagement, for $225 million. Specifically, IAG measures how consumers react to TV shows, commercials and product placements. It also has an internet practice, measuring the effectiveness at online ads, and promising advertisers info on the efficacy of their internet campaigns. IAG's co-founders and co-CEO's Alan Gould and Ken Orkin will join the company. Release.
By Joseph Weisenthal