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BtoB

Accenture expands Marketing Sciences practice with acquisition of Mediasenz

Published on .

Sydney, Australia—Global management consultancy Accenture said Monday that it has acquired Mediasenz, an Australia-based media auditor.

Financial terms were not disclosed.

As part of the deal, Accenture has acquired proprietary software MediaBiz. The software enables companies to track their ad campaigns, without using media agencies, by independently verifying TV spots as their campaigns unfold. Mediasenz will be integrated into Accenture's Marketing Sciences practice.

Accenture said the acquisition will improve its ability to provide media auditing services in large emerging markets, such as China, India, Mexico and Russia, where there is little or no reliable data on ad spending effectiveness, the company said.

—Matthew Schwartz

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