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ISpot.tv announced today that it has acquired Ace Metrix. The two companies that measure the effectiveness of advertising on TV and video are now united.
According to ISpot founder and CEO Sean Muller, the two companies have complementary solutions. “Simply put, there are only two reasons companies buy ads, one is to communicate the results of their business and the other is to increase brand name, liking and impact,” he said.
So far, iSpot has been strong in the first place, measuring ad reach and conversation rates on both TV and streaming, he said. Ace Metrix, on the other hand, measures the effect of advertising on consumer emotions. So, if the two companies are united, “one platform can provide a complete solution.”
According to Muller, marketers are struggling to keep up with the rapidly changing news landscape, to say the least, making it more important than ever to measure the brand’s impact on ads. There is.
“Companies today are forced to say something about everything, including politics, and it’s crucial to understand how that message is perceived,” he said. When investing in creative work, it’s especially important that the message is aligned and that it evokes the emotions you’re aiming for. ”
Related article: iSpot.tv Raises $ 21.9M To Track The Online Impact Of TV Advertising
According to Crunchbase, Ace Metrix has raised $ 25 million so far from Hummer Winblad Venture Partners, WPP, Palomar Ventures and Leapfrog Ventures.
The financial terms of the acquisition have not been disclosed, but according to iSpot, Ace’s 45 employees will join the company, bringing the total to 240 employees. Ace CEO Peter Daboll will be iSpot’s Chief Strategy Officer. Ace’s Los Angeles office remains intact. iSpot is headquartered in Bellevue, Washington.
According to Muller, Ace’s annual SaaS sales are “upper half of tens of millions of dollars (more than $ 50 million) and cash flow is in the black.” The total number of customers of both companies is more than 500.
Muller said, “I want to integrate the two companies quickly. We have already started the work. We will be one company and one vision company, and Ace’s products will be part of iSpot’s products. Don’t remove Ace’s name from the product. ”