Extreme Reach Buys Video Ad Analytics Firm BrandAds

In the US, cross-media video advertising solutions provider Extreme Reach has acquired video ad intelligence specialist BrandAds, promising its clients real-time video ad measurement. Terms of the deal were not disclosed.

The acquisition will provide Extreme Reach clients with a solution offering fraud detection, audience measurement, brand safety, effectiveness research, and social monitoring in one platform. Insights include the demographics of the audience ads are reaching, how campaigns are influencing consumers, how audiences are interacting with ads, and whether ads are viewable. In addition, BrandAds' service helps understand how campaigns impact brand sentiment across social media.

The firm was founded in 2011 by video ad industry veterans Avi Brown (pictured), Ryan Pamplin and Kandi Onwuama, who will be joining Extreme Reach along with their entire team. Brown, who is CEO of BrandAds, comments: 'Extreme Reach already provides powerful measurement tools for TV advertising, and with our digital expertise, we'll provide brands and agencies with the most advanced, viable way to scale and measure TV and digital video together.'

Web sites: www.extremereach.com and www.brandads.com .