iSpot, the Seattle-area startup that measures the reach and impact of television advertising, has made its third acquisition in the past 14 months, picking up Tunity, a company that tracks consumer viewing habits in public locations.
Tunity’s mobile app allows users to hear audio from muted TVs in locations such as bars, restaurants, gyms, doctors’ offices, airports and more. The technology will give iSpot an important way to collect information on out-of-home viewers, a metric that is traditionally underreported.
“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,” iSpot CEO and founder Sean Muller said in a news release.
Founded in 2013, iSpot now helps more than 450 brands measure TV advertising across various viewing formats in real time. The company raised a $ 30 million round in 2018 and has reeled in $ 57 million to date.
Lasy year, iSpot acquired DRMetrix and Ace Metrix, both TV ad measuring companies.