CHICAGO & NEW YORK - Circana, LLC has announced the successful completion of its acquisition of NCSolutions (NCS), the joint venture between Nielsen and Catalina that improves advertising effectiveness. With this acquisition, Circana significantly expands its media measurement capabilities. Circana announced its intent to acquire NCS last year.

"We are thrilled to welcome the talented NCS team to Circana and meaningfully enhance our media capabilities,” said Stuart Aitken, president and chief executive officer of Circana, in the recent release. “Allocating finite marketing resources is one of the most critical and challenging decisions organizations face today – and there is no substitute for comprehensive, real-time data and actionable insights to optimize outcomes. Bringing together Circana and NCS data, technology assets, and industry-leading expertise will deliver more value for our clients as we work with them to maximize every media and marketing dollar they spend.”

Clients of both organizations will gain broader access to audience targeting, media measurement, in-flight optimization, and clean room solutions. This combination will also increase efficiency and offer improved products and services to fuel clients’ growth through more targeted and impactful advertising.

NCS will join Circana’s Media team, which works with advertisers and their agencies to plan, target, activate, measure, and optimize media spend. Its solutions portfolio is built on a robust enterprise technology platform, actionable CPG and general merchandise shopper, sales, and causal data sets, and advanced analytics. The Circana Media team is led by Cara Pratt, president of Global Retail & Media for Circana.

“NCS has built a stellar reputation in advertising effectiveness,” said Aitken. “We are excited to work alongside their team to bring even better services and solutions to our clients and help them unlock new growth.”

Circana continues to work towards closing its previously announced acquisition of Nielsen’s Marketing Mix Modeling business.