Nielsen Holdings plc (NYSE:NLSN) has restarted a process to sell itself amid fresh interest from The Blackstone Group L.P. (NYSE:BX), the post has learned. Blackstone is partnering in a bid with fellow buyout firm Hellman & Friedman that could value the company at around $10 billion, according to sources close to the talks. “The Blackstone team is very out in front,” according to one source close to the process.

Nielsen's banker JPMorgan JPM, has set a Friday deadline for first-round bids in the new auction process, sources said. Other prospective bidders include Bain Capital, LP, TPG Capital, L.P. and KKR & Co. Inc. (NYSE:KKR) according to sources.

Nielsen couldn't be reached for comment.