VideoAmp Acquires Elsy in Bid to Simplify Audience Measurement Tasks

variety.com:

Brian Steinberg Senior TV EditorVideoAmp has gained notice in recent months for its work with various media agencies and TV networks that are trying to take on the increasingly difficult task of measuring video audiences.

The company hopes its latest maneuver will help make that complex assignment more simple.VideoAmp has acquired Elsy, a company that helps advertisers optimize the money they are spending to place commercials on various media platforms.

Terms of the deal were not disclosed, but Ross McCray, CEO and founder of VideoAmp, believes Elsy’s technology will make the process of using his company’s technology easier and less onerous for its clients.“It’s primarily an agency product that will help buyers be able to automate more of the steps they need to deploy” new kinds of audience-measurement technology, says McCray, in an interview.

Buyers and agencies want to reduce the amount of time they spend on back-office processes, he says, and gain more time to “look across the entire ecosystem of search and video and display and manage their dollars” assigned to each category.