Nielsen Company today announced that it has acquired GlanceGuide. Previously technology partners for video data collection, Nielsen wanted to integrate GlanceGuide’s analytic capabilities into their online video measurement tools in order to deliver more actionable daily insights to media publishers, agencies and advertisers.

Nielsen is fully committed to providing our clients with actionable, comprehensive and immediate insights about online video consumption, explains Dave Osborn, senior vice president of online product leadership for The Nielsen Company. GlanceGuide is a leader and innovator in video technology and analytics, so this was a natural and exciting extension of Nielsen’s current offerings to the advertising community.

Nielsen says that their clients will now have a better understanding of who is watching online video each day, and how their consumers interact with online video content and advertising. It also introduces a new Nielsen metric for the online video advertising industry called the attentiveness score, which aggregates key variables like viewing duration, video visibility, and audio volume to provide a composite score for a piece of video content or advertising.

This is truly a match where the sum is much greater than the parts, added GlanceGuide co-founders Indra Mohan and Desikan Jagannathan. Our integration with Nielsen will enable media clients to better sell their audience, while providing marketers with the tools to improve the effectiveness of their advertising.