Media measurement and optimization company VideoAmp announced on Tuesday that it has acquired New York-based media investment optimization provider Elsy.
Financial terms of the deal were not disclosed.
Founded in 2015, Elsy enables advertisers, agencies and publishers to algorithmically plan, monitor and optimize complex portfolios of investments throughout the entire campaign lifecycle across traditional TV, streaming video, digital, social, programmatic, search, retail media and ecommerce platforms.
“Most analytics and planning solutions are disconnected and only look backwards, leaving users in the dark in regards to what they should do next. Elsy’s technology allows for all measurement reporting and touchpoints to be aggregated in one place for a truly holistic view of all media investments. Our tech then algorithmically generates tailored optimization recommendations, taking out guesswork and providing confidence that a user is making the smartest use of their media dollars to drive growth,” said Elsy CEO and Co-Founder, Laurent Colard, now SVP of Product at VideoAmp.
“The level of data-driven insight and guidance generated for media professionals when we pair our technology and algorithms with VideoAmp’s current planning, optimization and measurement software is something the market has not previously had access to.”
With the acquisition of Elsy, VideoAmp will automate manual steps required to operationalize measurement and currency at scale. The Elsy platform will integrate with VideoAmp to algorithmically provide recommendations for media optimization throughout the campaign lifecycle, creating efficiency and increasing the value of advertising.
“We have spent years building a currency-grade measurement solution that our clients trust. However, improving the quality of cross-platform measurement is not the only problem the industry has been telling us they want VideoAmp to solve,” said CEO and Founder of VideoAmp, Ross McCray. “Clients want tools to plan, forecast, optimize and automate more of the manual steps it takes to operationalize VideoAmp measurement and currency at scale, and the Elsy acquisition does just that. We now have the opportunity to automate implementation of optimization decisions across all media platforms.”