Anticipating a continued surge in direct-to-consumer and direct-response marketers' activity on national legacy TV platforms, iSpot.tv has acquired DRMetrix, a real-time TV ad measurement company focused on D2C and direct-response advertisers. Terms were not disclosed.
The deal will expand tracking for new formats, such as addressable ad creative, which can link ad exposures to digital consumer actions and in-store traffic across platforms, for iSpot.tv, a real-time TV/cross platform measurement service for brands.
DRMetrix has a measurement system for monitoring all TV ad formats as well as addressable advertising -- digital program insertion (DPI) ad breaks.
Perhaps more importantly, it can detect locally based advertising inventory -- addressable or traditional local TV advertising -- sold by local pay TV providers such as cable systems that sell inventory to D2C and DR marketers.
DRMetrix says inventory can “cover up” nationally sold TV inventory by cable networks. When this happens. media buyers and sellers can find it hard to gauge national TV ad inventory’s performance and value.
Growth of D2C and direct-response advertising has been rising dramatically, according to iSpot.tv, with brands accounting for 4.45% of all impressions served and 4.21% of estimate TV spend in 2021. This is up versus 2020, when it had 4.35% of impressions and 4.03% of national TV ad spend. And 2019, which recorded 4% of impressions and 3.49% of ad spend.
DRMetrix has deals with 120 brands, networks and media agencies.
In January, iSpot.tv bought Ace Metrix, a real-time advertising company. Terms were not disclosed for that deal.