Extreme Reach Buys BrandAds, Online Video Ad Verification & Analytics Start-up

Extreme Reach, a platform for distributing video advertising across mobile, web and TV, announced it has acquired video ad analytics solution BrandAds. BrandAds launched last year to provide real-time video advertising analytics and much-needed verification tools to give customers transparency into their video ad buys.

“Extreme Reach offers an integrated TV, Digital and Talent Rights product suite and the addition of BrandAds takes our Digital offering to a whole new level.,” said John Roland, CEO of Extreme Reach in a statement. “When it comes to Digital campaigns, we’re offering our clients ROI-based, measurable, data-driven and accountable advertising. We’re really pleased to have the BrandAds team join us and spread their expertise along with adding their state-of-the-art technology to our platform.”

BrandAds CEO and co-founder, Avi Brown, added, “Extreme Reach already provides powerful measurement tools for TV advertising, and with our digital expertise, we’ll provide brands and agencies with the most advanced, viable way to scale and measure TV and digital video together.”

The entire BrandAds team will be joining Extreme Reach, according to the company. Terms of the deal were not disclosed.

With estimates that more than half of online video ads aren’t seen by users and a standard for measuring video ad viewability still under industry review, it’s not surprising the verification tools of the sort BrandAds offers appealed to Extreme Reach.

BrandAds happened to be featured in last weekend’s New York Times, David Segal’s interesting portrait in The New York Times of the often messy video advertising landscape in which the company’s Brand Safety reporting uncovered less-than pleasant results of a video ad buy.