• by Wayne Friedman , December 1, 2021

Financial terms of the transaction were not disclosed.

Advocado says the deal gives it an integrated ad verification, attribution and campaign coordination platform for advertisers to efficiently track and measure their ads.

The 4-year-old company -- which started out retargeting viewers of TV commercials with digital ads -- now has a first-party data and attribution platform, where advertisers can gauge performance across broadcast, radio, digital and CTV platforms.

The deal comes after another agreement to buy 47 patents, including the advanced watermarking technology called VEIL, which Kantar licenses for its BVS ad business.

Unlike similar platforms, the company reportedly would enable advertising to have all the attribution data concerning its campaigns.

“This consolidation gives us the scale and ability to challenge big tech, which has been unrightfully claiming ownership over advertiser and consumer data,” said Brian Handrigan, co-founder-CEO of Advocado.

Advocado says it can now verify the “quality of broadcast ad detection data” directly to the source in real-time.