Videamp, the software and data solutions company powering the convergence of linear TV and digital advertising, has acquired IronGrid Data Services, based in Boston, Massachusetts.
Party to the acquisition, VideoAmp has launched its Data & Emerging Products Division to enable technology platforms, marketers and media companies to make decisions about how television viewership across all screens impacts business outcomes.
VideoAmp has made its success to date on building software for the convergence of linear and digital marketing. The company now expands its capabilities by launching a data division alongside this acquisition which offers set-top box and automated content recognition (ACR) data processing; custom audience segments for planning, targeting, and measurement; and aggregated TV viewership data.
“Acquiring IronGrid is a major, strategic step forward in our mission to unify linear TV and digital video advertising,” said Ross McCray, Co-Founder and CEO, VideoAmp. “From targeted, index-based advertising to programmatic insertion or true cross-screen measurement and attribution, the need for clean, reliable, household-level TV viewership data has never been higher. We are pleased to meet those needs for the ecosystem.”