Ace Metrix, a US-based provider of television advertising analysis, has raised about $2m from global marketing company WPP. Although the investment size was not disclosed, news provider VentureWire after an interview with Ace’s chief executive, Peter Daboll, said it was broadly the same size as the $2.2m disclosed in the company’s regulatory filing.
The WPP deal also adds Mary Ann Packo, chief executive of Millward Brown North America, a WPP company, to Ace’s board of directors.
Ace Metrix will also work with WPP companies, including those within Kantar, WPP’s consumer insight network of 13 businesses operating in 95 countries and with more than half the Fortune 500 as clients.
Mark Read, chief executive of WPP Digital and head of strategy for the firm, which has previously backed eCommera and Invidi, said: "This partnership continues our strategy of combining third-party data sets with our own for the maximum benefit of clients."
In December, Ace Metrix raised $6m in a series B round from venture capital firms Leapfrog Ventures, Palomar Ventures and Hummer Winblad Venture Partners and before that had raised $3m according to VentureWire.