Dynata Buys Brand and Ad Research Firm Ameritest

First-party data platform Dynata has acquired brand and advertising research consultancy Ameritest, for an undisclosed sum.

Founded in 1990 by Chuck Young (pictured) and based in Albuquerque, New Mexico, Ameritest uses an integrated system of research methodologies - including the proprietary Picture Sorts, Copy Sorts, Flash Tests and Memory Maps tools - to help clients improve their brand image, optimize their ad executions, and improve ad effectiveness over time. In addition, the firm offers moment-by-moment visual communication diagnostics to help clients optimize the impact of creative.

Dynata says the acquisition will improve its clients' advertising from early-stage image and message development to audience activation and ad campaign optimization. The firm will bring Ameritest's ad testing approach alongside its own first-party data to enhance its platform, giving clients dynamic dashboard reporting to help them display the effectiveness of ads across all media channels and pinpoint the optimal media mix.

Dynata CEO Gary Laben comments: 'By adding Ameritest's creative testing capabilities, we will ensure that our clients' campaigns meet their consumers in the market with the right message at the right time and on the right platform for maximum engagement'.

Web sites: www.dynata.com and www.ameritest.com .