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Japanese TV ratings researcher teaming up with US's Nielsen

Marketing research companies to share assets and technology in ad impact studies

TOKYO -- Japan's Video Research is partnering with America's Nielsen Holdings to measure digital video viewership and advertising reach, aiming to provide detailed information on marketing effectiveness across media.

In a capital and business partnership, Video Research will invest in Nielsen's Japanese arm, Nielsen Digital, while the American company will invest in the Japanese company's digital-focused subsidiary, Video Research Interactive. Each parent is expected to hold a stake of several dozen percent.

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