TV ad measurement platform iSpot.tv has acquired Ace Metrix, a video advertising analytics firm, as it seeks to offer brands a single solution for tracking audience reach, consumer attention, brand impact, and return on TV and CTV ad investments. The terms of the deal were not disclosed.

The acquisition increases iSpot’s annual contract number to over 500, including more than 50 per cent of the brands in the Ad Age 100 and 96 per cent of the US’ TV networks.

Brands which work with iSpot now include AMC Networks, Jeep, Fiat, Lego, Heineken, Snickers, M&M’s, Mini, BMW, PlayStation, UFC, NBCUniversal, T-Mobile, Google, 20th Century Fox, Burger King, State Farm, GrubHub, Hyundai, Wendy’s, and many more.

“We know that brands invest in TV and video advertising to drive sales and lasting brand equity with audiences, often in the same campaign and creatives,” said Sean Muller, CEO and Founder of iSpot.tv. “This acquisition represents an industry-first solution for measuring both business outcomes and brand impact together and in real time. We are excited to bring Ace into the iSpot family because our joint technologies and expertise empower brands to make better, faster and more confident decisions.”

iSpot will integrate Ace’s technology and operations into its own and Ace’s CEO, Peter Daboll, will join the iSpot executive team as Chief Strategy Officer alongside his team of 45 employees, bringing iSpot’s total staff number up to 240. iSpot will add Ace’s Los Angeles headquarters to its presence in Seattle, New York City, and other cities across the US.

“The integration of Ace into the iSpot ecosystem creates an ad measurement machine unlike anything out there today,” said Daboll. “We share so much DNA — from being the first real-time companies to disrupt TV advertising, to our always-on approach to measurement at scale, to our deep, long-lasting brand partnerships. This deal creates a one-of-a-kind opportunity for cohesive ad measurement at all stages of the advertising life cycle.”