Kraft and Nielsen are working together on Multi Touch Attribution which helps Brands determine and track the ROI of a campaign.

With the data that is available with Nielsen and partners, it is possible to track purchases and correlate it with views to determine ROI of the campaign at a zonal level.
The ROI of digital marketing campaign can be ascertained with purchase actions and sales lift from the digital views.The tool will be especially useful in a scenario where the audience are logging in and viewing brand messaging from multiple screens and social networks.

Source: AdWeek