The deal will be in place by the end of October.

Nielsen claims that the acquisition will improve its ability to automatically ingest and process large datasets, as well as provide Nielsen with access to more proprietary big data from advertisers, publishers and retailers.

“Our acquisition of Visual IQ strengthens Nielsen’s powerful capabilities in the marketing effectiveness space, bringing speed and granularity at scale to ROI measurement,” said Matt Krepsik, global head of product leadership for marketing ROI, Nielsen.

“Visual IQ’s rich history of marketing attribution and digital intelligence combined with Nielsen’s gold-standard marketing effectiveness solutions will provide advertisers, publishers and agencies with a holistic platform that offers the transparency to optimise and improve the return on marketing investments.”

“Our mission at Visual IQ has always been to drive marketing effectiveness with algorithmic attribution technology that allows customers to view tactical advertising performance through the lens of key audience segments,” said Manu Mathew, Co-founder and CEO at Visual IQ.

“Our team is excited to be joining the Nielsen family as we integrate our capabilities with theirs, and provide increased value to clients and a more powerful combined solution to the industry as a whole.”

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Operation Cloud Sword was originally set up by Alibaba in 2016 to help the ecommerce giant and authorities protect brands from IP infringes.

“This is the first public communiqué between governments and enterprises at such scale [in China],” said Jessie Zheng, Alibaba’s chief platform governance officer.

“We will continue our promise to increase our investment in brand protection and do our best to unite all parties. Alibaba is not alone in our brand-protection efforts.”

Alibaba also announced the addition of eight more governments, growing from five members to 13, which the group hopes will eventually include the entire country.

Alibaba founder and chair Jack Ma called for Chinese legislators to impose heaver penalties on counterfeiters earlier in 2017, with the company claiming in a public appeal that China’s ambiguous counterfeiting laws were stopping authorities from building strong legal cases against counterfeiters.

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