VideoAmp Buys Media Optimization Firm Elsy

In the US, TV software and data platform VideoAmp has acquired New York-based media investment optimization specialist Elsy. Terms of the deal have not been disclosed.

Elsy enables advertisers, agencies and publishers to algorithmically plan, monitor and optimize portfolios of investments - across traditional TV, streaming video, digital, social, programmatic, search, retail media and eCommerce platforms. Elsy's ability to make data-driven recommendations pre-flight, in-flight and post-flight is enabled by features such as customizable reports to analyze and compare plans and monitor campaign performance; and predictive and optimization algorithms that evaluate opportunity to spend, predict business impact and optimize plans.

In addition, the firm offers a data engine that pulls data from media platforms, attribution partners and business systems for ongoing tracking, integration, validation and recalibration. Following the buy, Elsy's platform will be integrated with VideoAmp to provide recommendations for media optimization. Elsy CEO and co-founder, Laurent Colard, now serves as SVP of Product at VideoAmp.

Ross McCray (pictured), CEO and founder of VideoAmp, comments: 'We have spent years building a currency-grade measurement solution that our clients trust. However, clients want tools to plan, forecast, optimize and automate more of the manual steps it takes to operationalize VideoAmp measurement and currency at scale, and the Elsy acquisition does just that. We now have the opportunity to automate implementation of optimization decisions across all media platforms'.

Web sites: www.videoamp.com and www.elsyglobal.com .