Accenture has expanded its marketing sciences practice with the acquisition of Mediasenz, an Australian-based media auditor. Financial terms were not disclosed.
In conjunction with the acquisition of Mediasenz, Accenture is acquiring MediaBiz, a proprietary software asset currently used by Mediasenz, that enables companies to track the performance of their ad campaigns without media agency involvement by independently verifying TV spots as their campaigns unfold. The advertising performance information will be combined with other marketing campaign insights to help determine future advertising investments. Mediasenz and the software asset will be integrated into Accenture's marketing sciences practice.
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