In the US, real-time television ad measurement firm iSpot has acquired TV ad impact measurement company 605. Terms of the deal have not been disclosed.
Founded in 2016 by Kristin Dolan, New York-based 605's products are fueled by multi-source data from 34 million households. Every day, the firm's systems ingest more than 2.5 billion viewing events, which provides clients with insight into front end metrics, and program tune-in and outcomes - such as sales lift, visits and web site activity across platforms. At the end of 2021, 605 launched a media trading currency it calls 605 EXCHAN6E, which it claims offers an alternative to Nielsen and is designed to underpin advertising transactions between buy and sell side partners.
According to iSpot and 605, the deal will deliver 'incredible synergies that will advance the entire TV advertising ecosystem', while creating a data panel for measurement in TV, totaling more than 80 million devices. With the acquisition, iSpot will add set-top box data from 16.6 million homes to its smart TV data footprint, bringing iSpot's total to 82.7 million. Dolan was appointed CEO of AMC Networks in February, but 605's remaining 85 employees will be joining iSpot, bringing total employee headcount to 464.
Sean Muller (pictured), founder and CEO of iSpot, comments: '605 has developed an impressive technology architecture, a great approach to using big data and a suite of powerful solutions that nicely complement our own. We are excited to integrate their world-class team of engineers and data scientists in our mission to modernize measurement effectiveness and new currencies.'
Web site: www.ispot.tv and www.605.tv .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.