WPP makes another Ace Metrix investment

Its first investment in the company, which measures the effectiveness of TV ads, was in 2010 – hot on the heels of Ace Metrix’s $6m Series B round of financing.

Ace Metrix said that the latest round – which included contributions from Hummer Winblad Venture Partners, Leapfrog Ventures and Palomar Ventures – would be used to speed up growth through investments in product development and expansion into new markets.

CEO Peter Daboll (pictured) said: “We are on track to continue our 100% growth rate through 2012 and this new financing will allow us to further extend our portfolio of products and services to key adjacent markets while scaling our business infrastructure and sales and client services teams to meet the demands of our clients.”