Real-time TV ad measurement platform iSpot.tv has acquired DRMetrix, which specializes in products for direct-to-consumer and direct-response TV advertisers. The company said the addition of DRMetr…
The company said the addition of DRMetrix expands iSpot’s measurement of emerging formats for addressable advertising and enhances its ability to track rotating calls-to-actions, including website URLs, text messaging and toll-free numbers. That will give brands an enhanced ability to measure business outcomes of cross-platform ad campaigns, according to the company.
“iSpot is constantly investing in the development and acquisition of technologies required to accurately measure the TV advertising of tomorrow,” iSpot founder and CEO Sean Muller said in announcing the deal. “DRMetrix has developed unique and real-time measurement capabilities around creative versioning and dynamic advertising that will become increasingly important as the TV ad market evolves.”
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