Dolan Family Ventures (DFV) has acquired Analytics Media Group (AMG), a data analytics and technology business with political, marketing and analytics expertise, and launched 605, a new independent audience measurement and analytics business focused on optimising marketing and programming initiatives within the media and entertainment industries.

“Our experience in the industry tells us there are major gaps in audience measurement and television analytics in the current marketing and programming landscape,” said Kristin Dolan, founder and CEO of 605. “The acquisition of AMG and the subsequent launch of 605 immediately establishes a company with real scale, significant resources, profound analytic capabilities, extensive set-top box data and management experience. 605 is creating a new generation of products and services to enhance media buying, planning, programming and audience targeting. This fills a critical need for media and entertainment businesses in today’s rapidly changing viewing landscape.”

605 launches as a fully-formed and well-financed company to provide solutions using data-driven, census-based audience measurement, addressing some of the challenges in measurement that exist today. The company claims its set-top box data is unique in terms of its footprint and the rights granted which enables a deeper, broader and more granular analysis to deliver actionable insights to programmers, brands and advertisers.

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