iSpot.tv, the real-time platform for measuring the business and brand impact of cross-platform TV advertising, has announced the acquisition of DRMetrix, a real-time TV ad measurement company specialising in products for direct-to-consumer and direct-response TV advertisers.
The deal expands iSpot’s measurement of emerging formats for addressable advertising and enhances its ability to track rotating calls-to-actions, including website URLs, SMS and toll-free numbers. This capability – coupled with iSpot’s ability to track distinct creatives at scale and correlate ad exposures to conversion events such as digital actions and in-store traffic – gives brands of all sizes the expanded ability to measure the business impact of complex and dynamic ad buys across platforms.
“iSpot is constantly investing in the development and acquisition of technologies required to accurately measure the TV advertising of tomorrow,” says Sean Muller, founder and CEO of iSpot. “DRMetrix has developed unique and real-time measurement capabilities around creative versioning and dynamic advertising that will become increasingly important as the TV ad market evolves.”
“We developed a unique system for accurately measuring one of the most dynamic and difficult portions of TV advertising, and we amassed a client base that represents a growing and important part of the TV ecosystem,” says Joseph Gray, founder/CEO of DRMetrix. “In iSpot, we’ve found a home for our innovations to thrive and a vehicle to accelerate our shared goals of making all TV ad measurement more transparent, more actionable and easier.”