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VideoAmp Acquires TV-Data Startup IronGrid, Sets Inscape Partnership

VideoAmp is stepping up its capabilities for optimizing ad buys across digital and TV platforms: The company has acquired IronGrid Data Services, a TV data-processing startup, and entered into a partnership with television-data provider Inscape.

With the acquisition of IronGrid and the Inscape deal, VideoAmp has formed the new Data & Emerging Products Division. In addition to VideoAmp’s current measurement, planning, and activation platforms, the company will now offer: set-top box and automated content recognition (ACR) data processing; custom audience segments for planning, targeting, and measurement; and aggregated TV viewership data.

Under VideoAmp’s alliance with Inscape, a wholly owned subsidiary of Vizio, VideoAmp will gain access to data on anonymized television viewing behavior spanning some 9 million Vizio smart TVs in the U.S.

“Acquiring IronGrid is a major, strategic step forward in our mission to unify linear TV and digital video advertising,” Ross McCray (pictured above), co-founder and CEO of VideoAmp, said in a statement. “From targeted, index-based advertising to programmatic insertion or true cross-screen measurement and attribution, the need for clean, reliable, household-level TV viewership data has never been higher.”

VideoAmp’s Nick Chakalos — previously VP of global TV and data partnerships — has been named senior VP and GM of the Data & Emerging Products Division. Randy Laughlin, previously IronGrid’s president and co-founder, has been named VP of TV data partnerships.

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Before joining VideoAmp in 2016, Chakalos was SVP of global distribution at Cognitive Networks, which was renamed Inscape after it was acquired by Vizio.

IronGrid says it provides household-level, anonymized television viewership data, covering more than 8 million U.S. households in 210 designated market areas. The company, which has 11 employees, is based in Chelmsford, Mass.

Santa Monica-based VideoAmp has raised $36.6 million total raised to date from investors including media-buying software vendor Mediaocean, RTL Group, GoAhead Ventures, StartUp Capital Ventures, Anthem Venture Partners, Wavemaker Partners, and Simon Equity Partners.

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