Nielsen is a global measurement and data analytics company that provides insights into what consumers watch, listen to, and buy. Nielsen's services include media and marketing measurement, audience measurement, consumer behavior tracking, and market research Nielsen Israel has been conducting market research in Israel since 1994. In 2016, the company launched its Marketing Cloud (NMC), which is a cloud-based platform designed to help marketers manage their advertising spending across all types of media. As part of this initiative, Nielsen acquired an Israeli startup called eXelate, which specializes in third-party data collection for use in digital media. The expertise of eXelate's team helped to build the software infrastructure for the NMC, enabling it to offer a range of powerful applications for marketers. In 2017, Nielsen acquired an Israeli company called vBrand, which specializes in using artificial intelligence (AI) to analyze sports sponsorships and help brands measure the impact of their sponsorship deals. The acquisition was part of Nielsen's effort to expand its sports marketing capabilities and offer more advanced analytics and insights to clients. With vBrand's AI technology, Nielsen was able to provide more accurate and real-time data on sponsorship performance, helping brands to make better-informed decisions about their marketing strategies.