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TV Ad-Measurement Firm iSpot Acquires DRMetrix to Boost DTC, Direct Response Capabilities

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variety.com
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Todd Spangler NY Digital EditorReal-time TV ad measurement platform iSpot.tv has acquired DRMetrix, which specializes in products for direct-to-consumer and direct-response TV advertisers.The company said the addition of DRMetrix expands iSpot’s measurement of emerging formats for addressable advertising and enhances its ability to track rotating calls-to-actions, including website URLs, text messaging (SMS) and toll-free numbers.

That will give brands an enhanced ability to measure business outcomes of cross-platform ad campaigns, according to the company.Financial terms of the deal weren’t disclosed.

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