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This article was published on May 29, 2012

    Ace Metrix raises $8m from WPP, others for on-demand TV and video analytics platform

    Ace Metrix raises $8m from WPP, others for on-demand TV and video analytics platform
    Robin Wauters
    Story by

    Robin Wauters

    Robin Wauters is the European Editor of The Next Web. He describes himself as a hopeless cyberflâneur, a lover of startups, his family a Robin Wauters is the European Editor of The Next Web. He describes himself as a hopeless cyberflâneur, a lover of startups, his family and Belgian beer. If you'd like to know more about Robin, head on over to robinwauters.com or follow him on Twitter.

    Ace Metrix, a Mountain View company that specializes in television and video analytics, has landed $8 million in funding from advertising giant WPP and VC firms Hummer Winblad Venture Partners, Leapfrog Ventures and Palomar Ventures.

    The company’s software-as-a-service products are designed to give both television and online video advertisers actionable insights through data. Ace Metrix claims it can “measure creative effectiveness for every ad, every single time, in real time”.

    Just last week, the company signed up Samsung as a client.

    At the heart of the Ace Metrix product portfolio is Ace Metrix LIVE, essentially a database with more than 16,000 scored TV and online video ads across 75 categories, each with more than 12,000 quantitative and qualitative data points.

    It helps the company make cool lists like this one: The Top Ads of 2011.

    Ace Metrix is led by CEO Peter Daboll, who was formerly a high-ranking exec at companies like Yahoo, comScore, MarketTools, Advertising.com and Nielsen.

    According to CrunchBase data, Ace Metrix has raised close to $20 million to date.