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Audience Analytics Acquired By Nielsen

Television ratings and measurement firm The Nielsen Company said Thursday afternoon that it has acquired Provo, Utah-based Audience Analytics, a developer of software used to analyze audience measurement data. Financial terms of the acquisition were not disclosed. Mark Cannon, founder of Audience Analytics, will join The Nielsen Company as Senior Vice President, Analytics Technology as part of the deal. Audience Analytics' software uses Nielsen ratings and data to optimize advertising opportunities, follow program trends such as loyalty and retention, competitive analysis, and other functionality.