WPP Invests More in TV Analytics Firm Ace Metrix

Real-time television analytics firm Ace Metrix has raised $8 million from investors including WPP, and says it will use the funds for expansion and product development.

WPP already has a stake in the US-based firm, whose CEO is Peter Daboll (pictured), former Yahoo! Chief of Insights and CEO of comScore Media Metrix.

Also contributing to the round were existing investors Hummer Winblad Venture Partners, Leapfrog Ventures and Palomar Ventures.

Ace Metrix, founded in 2007, helps advertisers to develop, deploy and target their television and online advertising, and has raised almost $19 million in total to date. Daboll says the company is set to double its revenues in 2012 and is looking to expand to 'key adjacent markets' in the near future.

Web site: www.acemetrix.com .