The Carlyle Group LP (Nasdaq: CG) has acquired consumer data provider Claritas from Nielsen (NYSE: NLSN). The PE firm partnered with the Indian Hill Group on the transaction. Financial terms were not disclosed.

New York-based Claritas, founded in 1961, provides consumer data and demographics, including where people work, live and shop, to help businesses better directly market to those clients. The target is known for its Prizm product. Nielsen acquired Claritas in 2009.

“The big data revolution has created rising demand for consumer insights and Claritas is benefiting from that trend,” says Carlyle managing directors Adam Glucksman and David Stonehill.

Indian Hill is an investment firm led by former Nielsen and Procter & Gamble Co. (NYSE: PG) executive Mike Nazzaro. Nazzaro is also the CEO of Claritas.

Carlyle made the investment out of its $2.4 middle market Carlyle Equity Opportunity Fund II, which it closed in 2016. In that same year, Carlyle reached a deal to buy wireless technology company NetMotion Wireless Inc. from Clearlake Capital Group LP.

Retailers have been under pressure to keep up with changing customer behavior, driving up a demand for data providers. Blackstone Group LP (NYSE: BX) and New Mountain Capital have invested $570 million in retail data provider JDA Software Group Inc.; HGGC has been making add-on acquisitions to its platform company Survey Sampling, a brand tracker; and Summit Partners invested in retail data company Mi9 Retail.

Morrison Cohen LLP and PriceWaterhouseCoopers are advising Carlyle. Foros is advising Nielsen.

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