NielsenIQ is said to be considering going public with an initial public offering (IPO) that could value the consumer intelligence firm at around $10 billion.

According to sources familiar with the matter, the company, which is backed by Advent International and KKR & Co., has started talks with potential advisers about a listing expected to take place in 2025.

While NielsenIQ is exploring this option, no final decision has been made, and there is a chance that the company may choose to remain private.

This move comes as the market for IPOs is showing signs of recovery, attracting interest from various companies looking to take advantage of favorable conditions.