iSpot, one of the many ad tech startups attempting to compete with Nielsen in the measurement of media viewing, recently announced the acquisition of 605. The business being acquired specializes in identifying media or determining the impact of exposure to a certain advertisement on a sale. iSpot is extending its reach in TV and media measurement with the acquisition. Additionally, data from millions of pay TV set-top boxes will be added. Kristin Dolan, the current CEO of AMC Networks, played a role in the launch of 605, the firm that is being acquired.
Together, the two independent measuring companies will enhance new currency and end-to-end services for networks, agencies, and brands. ISpot claims that 605 immediately improves its video and TV advertising measurement solutions. The acquisition of 605 will strengthen machine learning-powered data science managed services, sophisticated audience measurement, media planning, and business outcome attribution. The details of the payment were not discussed.
The combination of the two companies’ technology, according to iSpot, will hasten the release of novel solutions for brands and programmers. In particular, predictive AI solutions that use exclusive data assets for better prediction, scheduling, optimization, and results reporting. Additionally, all 85 of 605’s workers will work for the combined business. 605 will continue to run as an iSpot business for the time being. Together, the two companies will aim to combine all of their products into a single offering.
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605 provides iSpot with cutting-edge technologies that TV networks have widely accepted. It will right away increase the options available to its sizable brand business. Best-in-class business outcome attribution tools are among the systems that assess success using CPG sales, vehicle sales, credit card sales, location, search, and survey KPIs. With the acquisition, iSpot will add set-top box data from 16.6 million homes. The overall usable TV device footprint will increase to 82.7 million. The business referred to extended data, which also includes LG and Vizio smart TV data, as a crucial basis. It will assist in bringing new currencies and precise representative measurements to the digital TV market.
iSpot founder and CEO Sean Muller said,
605 has developed an impressive technology architecture, a great approach to using big data, and a suite of powerful solutions that nicely complement our own. We are excited to integrate their world-class team of engineers and data scientists in our mission to modernize measurement effectiveness and new currencies.
Kristin Dolan, Founder of 605, and CEO of AMC Networks commented.
We launched 605 seven years ago with the idea that high-quality data and advanced analytics would make television advertising even more effective, from planning and segmentation all the way through to attribution and now prediction. During a time of profound change in our industry, I could not be more-proud of the team for delivering on that promise.
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