Number crunching expert The Nielsen Company is bolstering its ranks with the acquisition of IAG Research, a privately held firm that measures consumer engagement with TV programs, national commercials and product placements.

IAG Research will now be known as Nielsen IAG and co-founders Alan Gould and Ken Orkin will continue to lease the service as co-CEOs.

Nielsen IAG is looking to measure the effectiveness of advertising and program engagement across TV and web platforms. Its clients will include major advertisers, advertising agencies, internet providers, telecommunications services, television and cable networks and other content providers.

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