iSpot Acquires 605 to Expand US Measurement Footprint

Jamie Farr 13 September, 2023 

iSpot, a US-based TV and advertising measurement company, has acquired 605, a data measurement and attribution company, for an undisclosed fee.

In a statement, iSpot said the acquisition of 605 would bolster iSpot’s measurement solutions for video and TV advertising effectiveness, particularly in terms of business outcome attribution, audience measurement, media planning and data science managed services.

iSpot say the deal will add 605’s set-top box data from 16.6 million homes to their own data sets, meaning the company will now have a total of 82.7 million for its available TV device footprint. The expanded data sets will include smart TV data from LG and Vizio.

Sean Muller, founder and CEO of iSpot, said: “605’s technology architecture, suite of solutions and approach to big data will complement our own”. The solutions include delivery in predictive AI technologies, which serves forecasting, planning, optimisation and results reporting.

Kristin Dolan, founder of 605 and now the CEO of AMC Networks, said, “We launched 605 seven years ago with the idea 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. During a time of profound change in our industry, I could not be more proud of the team for delivering on that promise.”

She added, “iSpot has built a large and loyal customer base, particularly with large brand advertisers, and is a pioneer in the measurement space. I can’t wait to see the things this powerful combination of technology and talent can achieve and bring to a growing array of clients and partners under iSpot’s leadership.”

605’s 85 employees will be joining iSpot, bringing the new total employee count of the latter to 464. Initially 605 will remain in operation as an iSpot company, while they collaborate to integrate all products under a single offering.

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