Advertising measurement services provider iSpot.tv bought Ace Metrix, a US-based producer of TV and video analytics technology, for an undisclosed amount yesterday, facilitating an exit for public relations agency WPP.
Founded in 2007, Ace Metrix has built an analytics platform that helps consumer brands measure the impact of their television and video advertising.
The deal will allow iSpot to integrate Ace Metrix’s technology, operations and employees into its own offering, and it will retain the company’s headquarters in Los Angeles. Ace Metrix CEO Peter Daboll will join iSpot as chief strategy officer.
The combined company has annual contracts in place with more than 500 brands including 96% of the television networks based in the United States.
Sean Muller, iSpot’s founder and CEO, said: “We know that brands invest in television and video advertising to drive sales and lasting brand equity with audiences, often in the same campaign and creatives.
“This acquisition represents an industry-first solution for measuring both business outcomes and brand impact together and in real time.”
Ace Metrix had raised $3m from unnamed investors before Leapfrog Ventures, Palomar Ventures and Hummer Winblad Venture Partners provided $6m for its series B round in 2009.
The company collected $2.2m of funding from undisclosed investors the following year, according to a regulatory filing, and secured $8m from WPP, Hummer Winblad Venture Partners, Leapfrog Ventures and Palomar Ventures in 2012.