VideoAmp acquires IronGrid | Ad Tech | News | Rapid TV News
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Advertising platform specialist VideoAmp has acquired IronGrid Data Services, a provider of secure, anonymised and privacy-compliant TV viewership data from pay-TV and connected TV companies.

inscape logo 16x9jpgBased in Boston, IronGrid The acquisition brings close carrier relationships to VideoAmp, including four of the nation’s leading MVPDs, as well as deep expertise in TV audience data processing, audience modelling and predictive analytics leveraging both set-top box and ACR data.

IronGrid’s president and co-founder, Randy Laughlin, has been named VP, TV Data Partnerships.

Party to the acquisition, VideoAmp also has launched its Data & Emerging Products Division to enable technology platforms, marketers and media companies to make decisions about how television viewership across all screens impacts business outcomes. VideoAmp’s Nick Chakalos has been named SVP and GM of the division.

“Acquiring IronGrid is a major, strategic step forward in our mission to unify linear TV and digital video advertising,” said Ross McCray, co-founder and CEO, VideoAmp. “From targeted, index-based advertising to programmatic insertion or true cross-screen measurement and attribution, the need for clean, reliable, household-level TV viewership data has never been higher. We are pleased to meet those needs for the ecosystem.”

The company also announced that it has forged an alliance with Inscape, a subsidiary of Vizio and provider of ACR technologies, cross-screen metrics and the largest single source of opt-in smart TV viewing data available in-market.

“We’re thrilled to provide the industry with a uniquely robust and privacy-compliant TV and digital video audience data asset, making it possible for the first time to holistically plan, buy, optimise, and measure the impact of advertising investment across all screens,” added Chakalos.