Nielsen buys data and technology provider that reassures advertisers that their ads get seen

Nielsen said Wednesday it is buying eXelate, a company that provides data and technology to buy and sell ads that get seen by the right audience.

EXelate specializes in programmatic advertising, or using software to buy digital advertising in a way that guarantees a certain number of viewers in certain demographics. That approach is becoming an increasingly big part of the advertising industry.

Nielsen said the acquisition will let its clients improve their advertising effectiveness and help media companies sell their content better.

Financial terms were undisclosed and Nielsen did comment on the value of the deal.

EXelate aggregates and distributes demographic and other data from 200 online and offline data providers.

Nielsen provides its clients information on what consumers watch and buy. Its shares fell 22 cents to $44.61 in midday trading Wednesday.