Nielsen buys STB research firm

In a move aimed at strengthening its ability to process audience measurement data from set-top boxes, The Nielsen Co. has acquired Audience Analytics and its Audience Watch software. Nielsen said the Audience Watch software will become the primary delivery mechanism for the company's Nielsen DigitalPlus product line, providing analytics on tuning and interactive television usage, based on set-top box data, as well as measurement of video-on-demand transactions.

Nielsen said that Mark Cannon, Audience Analytics founder Mark Cannon will join the company as senior vice president, analytics technology, leading an advanced applications team to sustain and expand this technology across a growing number of complex data sets.

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