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COMPANIES & CAMPAIGNS

Merger of NielsenIQ and GfK in the making

Earlier this month, NielsenIQ and GfK, two global
data and analytics services providers,
announced their proposed merger to explore
new opportunities in retail and consumer
analytics.

Using the latest cloud technologies, NielsenIQ and GfK
can bring together their data and analytical tools to give
customers an even more comprehensive view of con-
sumer spending throughout the shopping journey. This
allows them to spot trends early and respond more
quickly to consumer needs and expectations. The de-
tails of the agreement for the merger were not dis- ings to additional regions and industries. Both compa-
closed. nies firmly believe in the strategic benefits of this move
and intend to further expand the business both geo-
The combination of NielsenIQ's cloud-based Connect graphically and vertically.
platform and omnichannel measurement technologies
with GfK's recently launched gfknewron platform cre- Over the past year, NielsenIQ has invested in market
ates a leader in consumer analytics. coverage, advanced technologies and predictive ana-
lytics tools. Together with GfK, they have the opportuni-
NielsenIQ's solutions provide a holistic, detailed and ty to help shape the future of global consumer and re-
consistent view of consumer buying behavior across all tail analytics – a future that is fast, agile and connected.
channels and categories. They enable real-time deci- By joining forces with NielsenIQ, GfK will enable its cli-
sions that contribute to better performance and in- ents to make better decisions on a global scale. The
creased growth. combination of their strengths creates a leading provid-
er of retail and consumer data with expanded omni-
The two companies bring together a breadth of exper- channel measurement capabilities.
tise and knowledge with a proven track record. GfK is a
leading provider of technology and consumer goods The transaction is expected to close later this year or
data and analytics in 67 countries. NielsenIQ has a early next year, subject to the satisfaction of customary
leading position in Fast Moving Consumer Goods closing conditions. Until the transaction is completed,
(FMCG) in 90 countries. The merger of the two compa- NielsenIQ and GfK will remain independent companies
nies enables the expansion of business both within ex- focused on their current strategies and growth plans.
isting customer segments and in new markets.
With the transaction, Advent that acquired NielsenIQ in
The global merging of technologies and competencies 2021, will become the majority shareholder of the com-
enables the combined company to bring innovative bined company. ◊
products to market even faster and to expand the offer-
By MediaBUZZ

July 2022: Search Marketing 25