Video platform Extreme Reach has acquired BrandAds. No financial terms were disclosed. Based in Emeryville, Calif., BrandAds is a video ad intelligence firm. Extreme Reach’s backers include Spectrum Equity, Greycroft Partners, Village Ventures and Long River Ventures.
NEEDHAM, MA, May 6, 2014 – Extreme Reach, Inc., the leading video platform for integrated TV, digital and mobile video advertising, announced today that it has completed its acquisition of BrandAds, a video ad intelligence company based in Emeryville, Calif. This acquisition provides Extreme Reach advertising clients with an advanced, real-time video ad measurement solution with fraud detection, audience measurement, brand safety, effectiveness research and social monitoring all in one platform.
BrandAds created the industry’s first third-party video analytics solution to provide brand marketers with one unified view into campaign performance across media vendors and channels in real-time. By enabling brands to measure the impact of their video ad campaigns, BrandAds has helped advertisers make more informed media buying decisions while maximizing the return on their media investments.
The acquisition of BrandAds by Extreme Reach will provide advertisers and agencies with new digital video insights that measure a campaign’s true impact in real-time, including:
Media. Where ads are really running.
Audience. The demographics of the audience ads are reaching.
Effectiveness. How campaigns are influencing consumers.
Brand Safety. Whether ads are viewable and run where they were intended to.
Social. How campaigns impact brand sentiment across social media.
“Extreme Reach offers an integrated TV, Digital and Talent Rights product suite and the addition of BrandAds takes our Digital offering to a whole new level,” said John Roland, CEO of Extreme Reach. “When it comes to Digital campaigns, we’re offering our clients ROI-based, measurable, data-driven and accountable advertising. We’re really pleased to have the BrandAds team join us and spread their expertise along with adding their state-of-the-art technology to our platform.”
Extreme Reach has developed and operates the ad industry’s only platform to seamlessly enable the execution of TV and digital video advertising campaigns across every screen and device. Extreme Reach is also a leader in talent and rights management, providing advertisers and agencies with a fully integrated workflow from pre-production to audience—all on one platform.
“As the industry’s leading TV ad distribution and management company, Extreme Reach is a perfect match to carry BrandAds’ vision forward. Their wealth of top-notch clients—9,000 and counting—is a testament to all the great work they do,” said Avi Brown, CEO of BrandAds. “Extreme Reach already provides powerful measurement tools for TV advertising, and with our digital expertise, we’ll provide brands and agencies with the most advanced, viable way to scale and measure TV and digital video together.”
BrandAds was founded in 2011 by video ad industry veterans Avi Brown, Ryan Pamplin and Kandi Onwuama. The entire BrandAds team will be joining Extreme Reach. Terms of the deal were not made public.
Extreme Reach was founded in 2008. The company recently acquired the broadcast ad business of competitor DG (NASDAQ: DGIT) for $485 million in February. The deal enabled a combined client base of over 9,000 brands and agencies to manage their TV advertising on one channel-agnostic cloud platform. With that acquisition, the company further cemented its position as the convergence leader in TV and digital video advertising. Thousands of advertisers and agencies can now seamlessly leverage their video advertising across every screen and device.
About Extreme Reach
Extreme Reach is the leading provider of cross-media video advertising solutions that span TV, digital and all other video media. The Extreme Reach video platform enables the seamless management, delivery and measurement of multi-screen advertising campaigns. The company’s cross-media video ad delivery network is the largest in the world. Thousands of advertisers and agencies, including nearly all of the Fortune 100, look to Extreme Reach to connect and simplify their video advertising. The company is headquartered in Needham, Mass., with offices in 15 cities across North America. Extreme Reach is one of America’s 200 fastest growing private companies.