TV Measurement Firm 605 Invests in Adscribe

TV ad impact measurement company 605 has made a 'strategic' but unspecified investment' in London and Dublin-based advertising technology, measurement and services business Adscribe.

AdScribe works with distributors or owners of video content to help them measure, manage and monetize data originating from multiple devices in the home. The firm partnered with New York-based 605 to develop the 605 PLATF0RM, a self-service, web-based application that reports TV viewing of programming and advertising by custom-defined audiences. With the latest investment, the two companies will work closely together to accelerate the adoption of PLATF0RM on a global basis, and to create new products and services relating to TV measurement and analytics.

Kristin Dolan, CEO and founder of 605, says the investment will allow 605 to develop new measurement solutions for current clients and extend its reach into Europe. Donal O'Connor, CEO and founder of AdScribe, adds: 'We are incredibly pleased to close this investment from our partners at 605. Collaborating with 605 on PLATF0RM has massively enhanced the functionality of our combined measurement portfolio. In addition to continuing to support 605 with their customers in the US, we are excited to now bring these capabilities to customers in Europe'.

Web sites: www.605.tv and www.adscribe.tv .