Ad-Spend Tracker MediaRadar Wins Investments From Thompson Street Capital, Endicott Capital

variety.com:

Brian Steinberg Senior TV Editor More investors are counting on the ability to count advertising dollars. Thompson Street Capital Partners, a private equity firm, and Endicott Capital, an investment entity focused on information services, have made a strategic investment in MediaRadar, a tracker of advertising outlays.

It is the latest transaction to have financial players gravitate to the discipline of measuring ad spending. Thompson will take a controlling stake in the business, though financial terms of the deal were not disclosed.

In an interview, Todd Krizelman, MediaRadar’s founder and CEO, indicated the investments would be utilized to create more products around such areas as retail media and social media, but also to help gain scale in the marketplace.

As more media entities start to offer their own methodologies for being measured, Krizelman said, the marketplace is likely to seek a single third-party entity to examine spending. “That’s a missing puzzle piece, for sure,” he said.