iSpot Buys TV and Video Ad Measurement Firm Ace Metrix

In the US, real-time TV ad measurement company iSpot has acquired TV and video ad measurement specialist Ace Metrix for an undisclosed sum. The pair say the deal will provide a cross-screen platform for tracking the business outcomes and brand impact of both TV and video advertising.

iSpot's proprietary platform provides a complete view of TV ad activity across national, local and OTT services, enabling brands to measure attention to ad creative and connect ad exposures to business outcomes. Ace Metrix scores every national television and digital campaign across 118 categories, creating a comparative database of ads - Ace Metrix LIVE. Its panel of consumers, demographically balanced to the US census, scores each ad in the exact same manner, and the results are scored on creative attributes such as brand recall, purchase intent, likeability and 'watchability'.

As part of the deal, iSpot will immediately work to integrate Ace Metrix technology and operations into its own; and the combined capabilities will provide brands with a unified understanding of audience reach, consumer attention, brand impact and return on TV and CTV advertising investments. In addition, Ace CEO Peter Daboll will join the iSpot executive team as Chief Strategy Officer, and the company's 45 employees will also join iSpot, bringing the total headcount to 240. Ace Metrix will retain its HQ in Los Angeles, adding to iSpot's presence in the Seattle area (Bellevue) and New York City, as well as other cities across the US.

Sean Muller, CEO and founder of iSpot.tv, comments: 'This acquisition represents an industry-first solution for measuring both business outcomes and brand impact together and in real-time. We are excited to bring Ace into the iSpot family because our joint technologies and expertise empower brands to make better, faster and more confident decisions'.

Web sites: www.ispot.tv and www.acemetrix.com .