VideoAmp, Inc., a provider of an interoperable measurement and optimization platform that transforms wasteful mass marketing initiatives into data-driven strategies, acquired Conversion Logic LTD, a Los Angeles, CA-based cross-channel attribution solutions provider.
The amount of the deal was not disclosed.
With the acquisition, VideoAmpand will be integrating key assets from Conversion Logic into its own privacy-compliant suite of solutions, further enabling marketers and media owners to optimize their entire portfolio of linear TV, OTT and digital media to business outcomes. VideoAmp clients will benefit from the integration of Conversion Logic’s software dashboard, simulation and optimization engine, and machine-learning attribution models to measure the incremental impact and lift of advertising on business outcomes such as sales, in-store visits and subscriptions. The deal will also extend VideoAmp’s TV attribution capabilities by leveraging its TV viewership data assets. Its commingled TV dataset is the most comprehensive in the U.S. marketplace, currently boasting 26M households and 37M devices.
Alongside the acquisition of Conversion Logic’s attribution technology, VideoAmp has appointed JP Pereira, former Chief Client Officer at Conversion Logic, as SVP of Marketing Science.
Led by Ross McCray, Co-Founder & CEO, VideoAmp provides an interoperable measurement and optimization platform that allows marketers, agencies and media owners to gain an improved read of performance across linear TV, OTT, digital and walled garden media by connecting ad exposures, audiences and outcomes. The company has raised $106.6m since launching in 2014, recently securing a combined $70m boost from The Raine Group and Ankona Capital. Other investors include Mediaocean, RTL Group and six other venture capital groups.