Sean Muller, iSpot.TV

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Consolidation continues to roll up advertising tech companies that specialize in changing how TV ads are bought, sold, and measured.

ISpot.TV — a firm that aggregates TV viewing data from networks and smart TVs — has acquired 13-year-old TV measurement firm Ace Metrix for an undisclosed price.

Marketers are increasingly looking for ways to measure TV ads like digital ads and track metrics like sales and lead generations, and iSpot founder and CEO Sean Muller said that the acquisition would let iSpot help marketers better understand how their TV ads perform. 

For example, a carmaker could see if messaging drives car sales and predict what creative will perform in upcoming campaigns. ISpot and Ace Metrix collectively work with 500 brands including Procter & Gamble, T-Mobile, and Google.

ISpot sells technology that marketers use to plan and target linear and streaming TV ads, tracking if an ad led someone to take an action like buying something online, downloading an app or visiting a store. Advertisers also use iSpot’s technology to see where their competitors are running ads.

Ace Metrix runs surveys that gauge how consumers felt after seeing an ad. Marketers use the data to measure softer metrics like purchase intent and brand recall.

ISpot and Ace Metrix compete with companies like TVSquared, TVision, and Comscore.

Read more: Ad tech companies are moving full speed ahead to chase OTT ad dollars. Here are the 13 companies poised to win the most.

“There’s only two reasons why brands invest in advertising: To drive business results [or] to build brand awareness and impact,” Muller said. “We’ve had the business impact, and Ace Metrix allows us to now measure the brand impact.”

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ISpot has raised $57.8 million from investors including Madrona Venture Group and was recently cited by investment bankers and consultants as an acquisition target itself.

A cottage industry of so-called TV tech companies have popped up over the past few years to shake up the decades-old way that TV ads are bought and measured. Companies like LiveRamp and Comcast-owned Freewheel have acquired adtech companies Data Plus Math and Beeswax to push further into TV tech.

Muller said that the coronavirus has helped iSpot grow as marketers switch between creative promoting sales and creative specific to issues like the coronavirus or Black Lives Matter.

Muller said that the firm may make other acquisitions after Ace Metrix, whose roughly 40 employees will join iSpot.

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Source:: Business Insider

      

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