ISpot.tv revealed today its acquisition of Ace Metrix, uniting two prominent firms specializing in television and video advertising measurement.

Sean Muller, founder and CEO of iSpot, explained that the two companies possess uniquely suited capabilities. He stated, “Simply put, there are two primary motivations for brands investing in advertising – achieving tangible business outcomes and cultivating brand awareness, favorability, and resonance.”

Muller clarified that the current iSpot platform is particularly strong in the former area, quantifying the scope and effectiveness of advertisements across both traditional TV and streaming services. Conversely, Ace Metrix focuses on gauging the effect of advertising on consumer attitudes. By merging these strengths, the combined entity aims to provide “a comprehensive solution within a single platform.”

Muller emphasized that assessing the brand-level impact of advertising is increasingly vital as marketers contend with a rapidly evolving media environment.

“Brands are now frequently compelled to address political and social issues,” he noted. “It’s critically important to understand how your messaging is being received. Ensuring your creative work is precise and evokes the desired emotional response is paramount when making such investments.”

Crunchbase data indicates that Ace Metrix had secured $25 million in funding from investors including Hummer Winblad Venture Partners, WPP, Palomar Ventures and Leapfrog Ventures.

While the specifics of the acquisition’s financial details remain undisclosed, iSpot confirmed that all 45 Ace Metrix employees will be integrated into the iSpot team, increasing the total workforce to 240. Peter Daboll, Ace’s CEO, will assume the role of iSpot’s chief strategy officer. Ace Metrix will also continue operations from its Los Angeles location (iSpot’s headquarters are in Bellevue, Washington).

Muller also shared that Ace Metrix had achieved annualized SaaS revenues “exceeding the double-digit millions” and was operating with positive cash flow. The consolidated company currently maintains annual contracts with over 500 brands.

“The integration process is happening rapidly – it’s already in progress,” he said. “We are becoming a unified organization with a shared vision, and the Ace products will be incorporated into the iSpot product portfolio. However, we will preserve the Ace name for those specific products.”