Bellevue-based TV ad measurement firm iSpot.tv has acquired Tunity, a TV-viewing app and analytics company headquartered in New York City and Tel Aviv, Israel.
All 10 of Tunity's employees are joining iSpot as part of the transaction, but they won't have to relocate, according to an iSpot spokesperson. The company now has about 320 employees in total, the spokesperson added.
“iSpot’s acquisition of Tunity will enable us to meet a massive demand in the marketplace with a more unified, independent measurement system that tracks audience consumption of ads and programming on a second-by-second basis, across platforms and viewing experiences," Sean Muller, CEO and founder of iSpot, said in a news release.
iSpot has now acquired three companies since the start of 2021. In January 2021, the company acquired Ace Metrix, a Los Angeles-based company that measures the attitudes ads evoke. In October, iSpot acquired the Temecula, California-based ad measurement company DRMetrix. At the time of the DRMetrix acquisition, Muller told the Business Journal iSpot had 280 total employees.
The companies aren't disclosing the terms of the deal, but the iSpot spokesperson said it included a mixture of cash and stock.
Tunity, founded in 2013, allows consumers to listen to muted TVs in public spaces, like bars or gyms, through its app. The company also offers the data on what consumers are watching in public spaces, providing a better understanding of out-of-home viewing habits. The iSpot spokesperson said there have been 2 million downloads of Tunity's app to date.
iSpot, meanwhile, was founded in 2012. The company measures the success of live TV and streaming ads through metrics like website visits, online purchases and app downloads. Its clients include Google, Amazon and Verizon. iSpot said in a release it plans to integrate Tunity's analytics features into its offerings. According to the iSpot spokesperson, the company will keep Tunity's consumer-facing app.
“iSpot and Tunity share a similar DNA in that both organizations were purpose-built to solve massive structural problems in measurement using patented technologies and real-time solutions,” Yaniv Davidson, Tunity's founder, said in a news release. “We’re excited to combine the strength of our technologies."
