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iSpot Acquires Next Gen Measurement & Attribution Company 605

iSpot is thrilled to announce that we’ve acquired next-generation measurement and attribution company, 605.

The power of these two companies’ best-in-class technology and services are designed with a similar mission and singular focus: to help buy and sell sides prove the effectiveness of TV. Combined, the deal will create incredible synergies that will advance the entire TV advertising ecosystem. It immediately gives iSpot:

  • The most comprehensive business outcome/attribution service, making iSpot the leading end-to-end solution for all phases of TV advertising.
  • 605’s incredible data science and engineering teams, which enhance iSpot’s existing talent and give advertisers the ability to tap into the combined measurement and attribution expertise to drive stronger brand impact and business outcomes.
  • The largest big data panel for measurement in TV, totaling more than 80 million devices.

This deal will strengthen ways iSpot can empower brands and agencies to understand the effectiveness of cross-platform buying as well as deepened network partnerships for more cross-department synergies. It will also provide expanded attribution capabilities in order to help all industries connect audiences to outcomes at a time when online sales is fast approaching a trillion dollar business according to Faisal Hoque’s “Reinvent: Navigating Business Transformation in a Hyperdigital Era.”

While the entire advertising industry continues an overhaul of its measurement standards, it’s crucial that sell-side and buy-side operators have an ability to better navigate a move to an impressions-based, ad-centric measurement model that accounts for all screens and devices.

iSpot’s acquisition of 605 lays the groundwork to help underpin this measurement revolution. By integrating two great companies, marketers will have the data they need to finally solve for media fragmentation.


iSpot Acquires 605, Expands TV Measurement Market Share

Deal Strengthens Currency and End-to-End Offerings for Brands, Agencies and Networks While Expanding Big TV Data Footprint, Talent Roster

Bellevue, WA and New York,  NY, Sept. 13, 2023 — iSpot.tv, the leading TV ad measurement company used by top advertisers, networks and platforms, today announced the acquisition of next-generation measurement and attribution company 605. The deal brings together two of the leading independent TV measurement companies with a significant customer footprint across brands, TV networks and streaming publishers. 

The acquisition of 605 immediately bolsters iSpot’s measurement solutions for video and TV advertising effectiveness — especially in the areas of business outcome attribution, advanced audience measurement, media planning and data science managed services.  

“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,” says Sean Muller, founder and CEO of iSpot. “We are excited to integrate their world-class team of engineers and data scientists in our mission to modernize measurement effectiveness and new currencies.”

With the acquisition, iSpot will add set-top box data from 16.6 million homes to its industry-leading smart TV data footprint, bringing iSpot’s total available TV device footprint to 82.7 million. The combined data sets, which include smart TV data from VIZIO and LG, will serve as a critical foundation for delivering accurate, representative measurement and new currencies to the TV marketplace.

“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. During a time of profound change in our industry, I could not be more proud of the team for delivering on that promise,” said Kristin Dolan, founder of 605 and today the CEO of AMC Networks. “iSpot has built a large and loyal customer base, particularly with large brand advertisers, and is a pioneer in the measurement space. I can’t wait to see the things this powerful combination of technology and talent can achieve and bring to a growing array of clients and partners under iSpot’s leadership.”

605 brings iSpot innovative solutions that are broadly adopted by TV networks that will immediately augment offerings to its sizable brand business. These include best-in-class business outcome attribution solutions that measure effectiveness against CPG sales, auto sales, credit card, location, search and survey KPIs. Capabilities also include a powerful planning and optimization platform, advanced audience segmentation and predictive analytics capabilities powered by machine learning.

All 85 employees of 605 will be joining iSpot, bolstering the iSpot talent pool and bringing total employee count to 464. In the immediate term, 605 will continue to operate as an iSpot company, building and supporting 605 solutions. The companies will work together to integrate all products under a single offering that utilize a unified data spine and technology infrastructure for all measurement and currency offerings.

The combined technologies 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.

The acquisition is iSpot’s fourth in five years and the largest to date. Parties are not disclosing the terms of the deal.

More About iSpot

iSpot.tv is a cross-platform TV measurement company trusted by brands, networks and agencies to deliver fast, accurate and actionable information the marketplace can use to transact. Its real-time, always-on platform measures all phases of the TV advertising lifecycle from creative testing to audience verification, to business outcomes and brand impact, empowering brands to justify, optimize and invest with confidence. iSpot persistently measures TV-device impressions and second-by-second attention for all TV ads in a unified manner across linear, time-shifted, VOD, streaming environments and out-of-home (OOH) environments. A trusted currency provider for networks, ad-delivery platforms and agencies, iSpot uses its proprietary systems for bringing transparency into TV advertising at unparalleled scale. The company delivers its solution in real time via intuitive and modern dashboards as well as APIs and customized analytics. iSpot.tv has hundreds of brands and all major TV networks licensing its enterprise solution and has become a trusted currency for networks, brands and agencies. Founded in Bellevue, Washington in 2012, iSpot has offices in major cities across America.

More about 605

605 is a next-generation measurement and attribution company focused on driving innovation in the utilization of data to create, execute and measure advanced advertising campaigns. 605 delivers fast, unbiased and actionable insights to the marketplace at scale, allowing clients to maximize media spend and transact with confidence. The company’s multi-source deterministic viewership dataset measures million households across over 200 U.S. markets and offers whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its dataset supports 100 percent deterministic audience measurement at the household level while being reportable second-by-second with proprietary projection methodologies, all in a privacy-compliant manner. For more information, visit https://605.tv/.