Shares in Nielsen Holdings Plc soared Tuesday after the consumer data company said its largest shareholder was in talks to join a consortium poised to take over the company.

Nielsen said in a statement it was postponing a shareholder vote set for Tuesday to vote on the takeover, which is being led by the private equity arms of activist investor Elliott Investment Management and Brookfield Asset Management.

Shares in the company rose 21% at $27.59 a share at 10:09 a.m. in New York, giving the company a market value of about $9.9 billion.

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