Nielsen acquired vBrand, a startup that has developed a machine learning-enabled platform to measure brand exposure and impact in sports programming.

Nielsen announced that it has acquired vBrand, an Israel-based technology startup that has developed a machine learning-enabled platform to measure brand exposure and impact in sports programming. Financial terms were not disclosed. The acquisition of vBrand's advanced technology supercharges Nielsen Sports' already industry-leading sponsorship measurement capabilities and methodologies, considered among the most robust in sports. Specifically, the vBrand technology could allow brands and rights holders to monitor and track sponsorship visibility within hours of an event and make adjustments to digital signage and social campaigns within a tournament, competition weekend or season. Sports marketing is increasingly important for brands looking to reach consumers in a competitive and fragmented marketplace.