iSpot acquires Ace Metrix

iSpot this week acquired Ace Metrix, an advertising analytics company that measures the impact of video advertising. Ace Metrix gathers consumer sentiments before and immediately after an ad first airs, brings to iSpot a measurement system for determining what resonates about ad creative and why. Ace’s measurements include brand recall, purchase intent, likeability, and NLP (Natural Language Processing) emotion measurement.

iSpot says the combined capabilities of iSpot and Ace Metrix provide brands a unified understanding of audience reach, consumer attention, brand impact, and return on TV and CTV advertising investments.

“We know that brands invest in TV and video advertising to drive sales and lasting brand equity with audiences, often in the same campaign and creatives,” says Sean Muller, CEO and founder of iSpot. “This acquisition represents an industry-first solution for measuring both business outcomes and brand impact together and in real time. We are excited to bring Ace into the iSpot family because our joint technologies and expertise empower brands to make better, faster and more confident decisions.”

According to iSpot, Ace CEO Peter Daboll will be joining the iSpot executive team as Chief Strategy Officer. iSpot will integrate Ace Metrix technology and operations.

“The integration of Ace into the iSpot ecosystem creates an ad measurement machine unlike anything out there today, ” says Daboll. “We share so much DNA — from being the first real-time companies to disrupt TV advertising, to our always-on approach to measurement at scale, to our deep, long-lasting brand partnerships. This deal creates a one-of-a-kind opportunity for cohesive ad measurement at all stages of the advertising life cycle.”

Ace’s 45 employees will join iSpot, bringing the total organization to 240 people. iSpot will retain the Ace Metrix headquarters in Los Angeles, California.