Cross-platform TV ad measurement and attribution company iSpot.tv has acquired Ace Metrix, which performs attitudinal measurement for TV and video creative.

iSpot, which measures advertising reach, conversion rates and lift across TV and streaming TV, will integrate Ace’s infrastructure and technologies for creative assessment to inform the planning, buying and brand impact of TV advertising.

The combination will enable a single-source solution for tracking TV and video advertising business outcomes and brand impact — including a unified view of audience reach, consumer attention, brand impact and return on TV and connected TV ads, according to the announcement.

Brands frequently seek both to drive sales and brand equity with the same campaign/creative, noted Sean Muller, CEO and founder of iSpot.tv.  

iSpot said the acquisition brings its annual brand contracts to 500-plus, including 96% of U.S. TV networks.