Advanced Television

VideoAmp acquires Elsy

April 19, 2022

Software and data platform VideoAmp has acquired media investment optimisation provider Elsy to scale and accelerate adoption of its measurement and currency solution. Elsy boasts holistic and measurement agnostic platform integration capabilities, which VideoAmp says will supercharge its technology and proprietary software stack.

Founded in 2015, New York-based, Elsy, enables advertisers, agencies and publishers to plan, monitor and optimise algorithmically complex portfolios of investments throughout the entire campaign lifecycle across traditional TV, streaming video, digital, social, programmatic, search, retail media and ecommerce platforms. As a partner and measurement agnostic platform, Elsy puts technology and algorithms at the core of the media planning and optimisation process to increase efficiency and generate sophisticated optimisation recommendations that maximise business outcomes for clients at scale.

“Most analytics and planning solutions are disconnected and only look backwards, leaving users in the dark in regards to what they should do next,” suggests Elsy CEO and Co-Founder, Laurent Colard, now SVP of Product at VideoAmp. “Elsy’s technology allows for all measurement reporting and touchpoints to be aggregated in one place for a truly holistic view of all media investments. Our tech then algorithmically generates tailored optimisation recommendations, taking out guesswork and providing confidence that a user is making the smartest use of their media dollars to drive growth. The level of data-driven insight and guidance generated for media professionals when we pair our technology and algorithms with VideoAmp’s current planning, optimisation and measurement software is something the market has not previously had access to.”

Elsy reduces latency and time-consuming manual operations, while also eliminating the disconnect of measurement from day-to-day decisioning, taking guesswork out of the equation and providing a holistic understanding of a campaign.

“We have spent years building a currency-grade measurement solution that our clients trust,” advised Ross McCray CEO and Founder of VideoAmp. “However, improving the quality of cross-platform measurement is not the only problem the industry has been telling us they want VideoAmp to solve. Clients want tools to plan, forecast, optimise and automate more of the manual steps it takes to operationalise VideoAmp measurement and currency at scale, and the Elsy acquisition does just that. We now have the opportunity to automate implementation of optimisation decisions across all media platforms.

In addition to yielding efficiency gains, the unified platform facilitates leading brands, agencies and publishers to plan, optimise and measure advertising in a more integrated way that maximises their investments across platforms and channels. The combination of VideoAmp and Elsy means customers will spend significantly less time logging into various systems and analysing data in excel and have more time to make data-driven decisions on how to optimise and get more value from their advertising.

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