iSpot.tv Buys TV Ad Measurement Firm DRMetrix

US-based iSpot.tv, which measures the brand impact of cross-platform television advertising, has acquired real-time TV ad measurement company DRMetrix for an undisclosed sum.

DRMetrix's AdSphere solution offers a measurement system for monitoring all TV ad formats and executions, including those delivered through digital program insertion (DPI) ad breaks. The deal expands iSpot's own measurement of emerging formats for addressable advertising and enhances its ability to track calls-to-action, including web site URLs, SMS and toll-free numbers.

Sean Muller, founder and CEO of iSpot, says this capability - combined with the company's ability to track creatives at scale and correlate ad exposures to conversion events such as digital actions and in-store traffic - gives brands the ability to measure the business impact of complex and dynamic ad buys across platforms. Joseph Gray (pictured), founder and CEO of DRMetrix, adds: 'In iSpot, we've found a home for our innovations to thrive and a vehicle to accelerate our shared goals of making all TV ad measurement more transparent, more actionable and easier'.

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