Market analytics firm sells AdIntel division for £26m

Marketing analytics business Ebiquity plc is selling one of its divisions for eight figures.

The company confirmed a £26m deal that will see its advertising intelligence (AdIntel) arm acquired by Nielsen Media Research Limited, part of Oxford-based data analytics firm Nielsen Holdings plc.

Ebiquity believes the transaction will accelerate its drive to become the world’s leading tech-enabled marketing and media analytics consultancy.

Disposing of the division will allow it to focus on its faster growing, higher margin consultancy practices, which provide media value measurement (MVM) and marketing performance optimisation (MPO) services.

The deal is part of the firm’s Growth Acceleration Plan, announced to shareholders in 2016.

Michael Karg, chief exec of Ebiquity plc, said: “This is a transformational moment for Ebiquity.

“Our Growth Acceleration Plan, which focuses on seizing market opportunities in our faster growing MVM and MPO segments, will be enhanced through our ability to invest in these services to seize and establish a leadership position.”

He added: “Nielsen is the logical home for our colleagues in [market intelligence] and we wish them every success for the future.”

Ebiquity also announced turnover growth this morning (February 13), with revenues for the 12 months to December 31 2017 climbing 4.9% to £87.6m.