Earlier today, iSpot, a TV audience and ad measurement company announced it had acquired 605, a next-generation measurement and attribution company. The cost of the acquisition was not disclosed. The acquisition will bolster iSpot’s measurement capabilities with business outcome attribution, advanced audience measurement as well as media planning and data science.
The addition of 605 is the latest in a series of acquisitions, investments and collaborations iSpot, a rival of Nielsen, has made over the past three years. With the acquisition, iSpot will get set top box data from an additional 16.6 million households. In total, iSpot.tv will now have data from 82.7 million TV devices including such prominent smart TV manufacturers as VIZIO and LG.
In a press release, Sean Muller, founder and CEO of iSpot, 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.”
Kristin Dolan, a well-respected industry veteran, started 605 seven years ago. Dolan says of 605, “The idea was 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.” Last February, Dolan left 605 to become CEO of the AMC Networks
In December 2021, 605 announced the launch of 605 EXCHAN6E as an independent media trading currency and alternative to Nielsen. Earlier this year 605 was one of seven audience measurement companies (along with iSpot), invited to participate in the media industries audience measurement certification initiative.
The acquisition of 605 will provide iSpot with outcome-based attribution capabilities measuring the effectiveness of automotive and CPG sales. In addition, 605 list of data deliverables include credit card transactions, location, search, audience segmentation and syndicated KPI’s.
All 85 employees of 605 will be joining iSpot. The objective is to incorporate all measurement capabilities and currency into a single offering to clients. iSpot says the acquisition of 605 has been its largest to date. Here is the list of iSpot’s recent acquisition, collaboration and investment activity.
· In November 2022, iSpot led in a new round of investments totaling $16 million with TVision, another audience measurement provider. TVision utilizes an eyes-on-screen technology that passively measures audiences and ad attentiveness for linear TV and CTV.
· In October 2022, iSpot announced a collaboration agreement with Conviva, a streaming analytics company. iSpot will integrate Conviva’s streaming data and technology into their unified cross-platform audience and ad measurement product.
· In March 2022, iSpot acquired Tunity, an ad tech company that specializes in measuring the live audio of out-of-home TV viewing nationwide such as restaurants and bars using an app.
· In October 2021, iSpot acquired DRMetrix, a TV ad measurement company that focuses on direct response and direct-to-consumers ads.
· In January 2021, iSpot acquired Ace Metrix, a company known for surveying the impact of video ads on such criteria as persuasion, watchability and emotional factors and provides a score.
iSpot, founded in 2012, has a client base consisting of hundreds of brands as well as major TV networks, most notably NBCUniversal. The MRC, an independent organization that sets the standards and provides accreditation on the methodology used in audience measurement, notes iSpot’s work has been examined and is in the process of being audited.