iSpot also highlighted that combining the technologies of both companies “will accelerate the delivery of innovative solutions for brands and programmers, most notably in predictive AI technologies that leverage proprietary data assets for better forecasting, planning, optimization, and results reporting.”
With the acquisition, iSpot will add set-top box data from 16.6 million homes, bringing its total available TV device footprint to 82.7 million. The company described the expanded data, which includes smart TV data from Vizio and LG, as “a critical foundation for delivering accurate, representative measurement and new currencies to the TV marketplace” in the digital age.
“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,” said iSpot founder and CEO Sean Muller. “We are excited to integrate their world-class team of engineers and data scientists in our mission to modernize measurement effectiveness and new currencies.”
All 85 employees of 605 will be joining iSpot, founded in Bellevue, Washington in 2012, bringing the firm’s total employee count to 464. “We launched 605 seven years ago with the idea that high-quality data and advanced analytics would make television advertising even more effective, from planning and segmentation all the way through to attribution and now prediction,” said Dolan. “During a time of profound change in our industry, I could not be more proud of the team for delivering on that promise.”