The next step for the company is integrating BrandAds capabilities into the Cross-Media Reporting Suite, a platform Extreme Reach launched last March. The gist of the suite is to provide a standard means of measurement for campaigns cross-screen; it combines both digital ad serving information and TV campaign analysis, the company claims.
That way, if Coca-Cola is airing a commercial during prime time, for example, “we’re able to detect the occurrences of when commercials are airing,” Roland claimed. “We can detect that [a certain audience at prime time is] 600,000 people so we’ll know how many impressions it got on the TV side… and then determine how the media spend is being spread across screens on the digital side.”
Extreme Reach last June accepted a $50 million minority investment growth round from Spectrum Equity, which has spurred much of its recent acquisition activity. Of the roughly $250 million in revenue it generates a year, 30% of its business is direct from brands while 70% is agency-derived. The company serves 9,000 advertisers and agencies, Roland said.