The real-time TV ad measurement platform has acquired iSpot.tv DRMetrix, which specializes in products for direct-to-consumer and direct-response TV advertisers.
The company says the addition of DRMetrix expands the scale of emerging formats for ISP’s addressing advertising and enhances the ability to track rotating call-to-action, including website URLs, text messaging (SMS) and toll-free numbers. This will give brands an improved ability to measure the business results of cross-platform advertising campaigns, according to the company.
The financial terms of the contract were not disclosed. A source familiar with the deal said the price tag was “ten million” dollars.
“ISpot is constantly investing in the development and acquisition of the technology needed to accurately measure future TV advertising,” said Shaun Mueller, founder and CEO of iSpot.Pictured above) Said in the announcement of the contract. “DRmetrics has developed unique and real-time measurement capabilities around creative versions and dynamic advertising that will become increasingly important as the TV advertising market develops.”
DRMetrix has 120 brands, networks and agencies based on customers. It brings iSpot to more than 450 annual subscribers, representing 75% of the Fortune 100 and 95% of the North American TV network. The acquisition is i-Spot’s second real-time ad measurement company: in January 2021 it bought S Metrics, which created a qualitative way to measure and score the creative performance of ads.
DRMetrix’s AdSphere measurement system monitors all TV ad formats and executions, including digital program insertion (DPI) distributed through ad breaks. The DPI measurement capabilities only allow for the identification of ad creatives who simply sell networks as “cover-ups”, which pay-TV operators overlay inconsistently with their own inventories and historically represent a blind spot for marketers.
“We have created a unique system for accurately measuring one of the most dynamic and difficult parts of TV advertising and we have gathered a client base that represents a growing and important part of the TV ecosystem,” DRMetrix founder and CEO Joseph Gray said in a statement. “At iSpot, we’ve found a home and a TV to enrich our innovation that accelerates our shared goals of making all our TV ad measurements more transparent, more efficient and easier. [to use]. ”