WPP backs TV ad analytics firm Ace Metrix

The size of WPP’s investment has not been disclosed. Ace Metrix closed a $6m financing round – its second – late last year with cash earmarked to expand sales and marketing activities. The company has built a system to quickly poll TV watchers on their reactions to breaking adverts, which are then scored on factors such as watchability, relevance, likeability and desire.

Mark Read, CEO of WPP Digital, said: “Our clients are looking for quick turnaround and additional competitive intelligence in today’s fast-changing marketing environment, and we are delighted to be working with Ace Metrix to respond to this marketing demand.”

Ace Metrix is expected be partnering with WPP’s Kantar group of research and insight companies, including Millward Brown, whose North America CEO Mary Ann Packo joins the Ace Metrix board of directors alongside representatives of the company’s other backers, Leapfrog Ventures, Hummer Winblad Venture Partners and Palomar Ventures.

Recently-appointed CEO Peter Daboll (pictured) – a former head of insights at Yahoo – said: “This partnership enables us to vastly accelerate our go-to-market readiness and reach.”