VideoAmp buys Conversion Logic

In addition, VideoAmp has appointed JP Pereira, former chief client officer at Conversion Logic, as senior vice-president of marketing science.

VideoAmp said its clients would now benefit from it integrating Conversion Logic’s software dashboard, simulation and optimisation engine, and machine-learning attribution models to measure the impact and lift of advertising on sales, in-store visits and subscriptions.

The acquisition will also extend VideoAmp’s TV attribution capabilities by using its TV viewership data assets. VideoAmp’s commingled TV dataset consists of 26m households and 37m devices.

Pereira said: “Existing Conversion Logic clients will be able to leverage the VideoAmp platform, and we look forward to delivering a unified approach to attribution through the integration of assets into our platform. Coming from Conversion Logic to VideoAmp, I can see just how powerful the integrated solutions will be to enable a holistic view of cross-channel media performance.”

Ross McCray, co-founder & CEO of VideoAmp, added: “We are very excited to integrate Conversion Logic into VideoAmp. We look forward to updating all of VideoAmp’s clients and welcoming Conversion Logic’s clients.”

VideoAmp has raised $106.6m since launching in 2014, with a recent $70m boost from The Raine Group and Ankona Capital.