Watchdog ramping up ads data firms probe
A “TRANSFORMATIONAL” deal between two of adland’s biggest data players is in trouble after UK competition authorities launched a fullblown monopoly probe.
The Competition and Markets Authority will investigate Ebiquity’s £26 million sale of advertising consultancy arm AdIntel to Nielsen Media Research, a unit of Nielsen.
Ebiquity has 1100 clients including McDonald’s, Citi, L’Oréal, Visa and VW, and Nielsen said they will “continue to work closely with the CMA towards a successful conclusion”.
The CMA ramped up the investigation because both firms are the only dominant UK suppliers of advertising intelligence services, which helps companies keep an eye on what their rivals are doing in advertising.
Both were given until June 20 to offer remedies to the CMA but failed.
Ebiquity CEO Michael Karg said the sale was a “transformational moment” when unveiled in February.