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Dolan Family Ventures acquires Analytics Media Group; launches data and analytics company 605 specialising in media and entertainment

MUMBAI: Dolan Family Ventures (DFV) has acquired Analytics Media Group (AMG), a data analytics and technology business in the US with political, marketing and analytics expertise.

This is a new independent audience measurement and analytics business focused on optimising marketing and programming initiatives within the US media and entertainment industries. 605 has expansive relationships with partners across the US that provide extensive, privacy-protected, set-top box viewing data to ensure that its analysis is based on a vast and credible footprint of data representing key individual and regional demographics.

“Our experience in the industry tells us there are major gaps in audience measurement and television analytics in the current marketing and programming landscape. The acquisition of AMG and the subsequent launch of 605 immediately establishes a company with real scale, significant resources, profound analytic capabilities, extensive set-top box data and management experience. 605 is creating a new generation of products and services to enhance media buying, planning, programming and audience targeting. This fills a critical need for media and entertainment businesses in today’s rapidly changing viewing landscape,” said 605 founder, CEO Kristin Dolan.

605 launches as a fully-formed and well-financed company to provide solutions using data-driven, census-based audience measurement, addressing some of the challenges in measurement that exist today. 605’s set-top box data is unique in terms of its footprint and the rights granted which enables a deeper, broader and more granular analysis to deliver actionable insights to programmers, brands and advertisers.

605 co-founder, president Ben Tatta said, “As an early pioneer in the use of set-top box data for TV measurement and ad optimization, AMG has built one of the most advanced TV analytics businesses in the United States. We look forward to working with the AMG team to integrate data from our data partner’s set-top boxes to enhance and expand the line-up of custom-tailored solutions that 605 will bring to programmers and advertisers alike.”

“We have built a company that capitalizes on our deep expertise, understanding of data and technology and ability to make our findings valuable and actionable for our clients. This is a remarkable moment for us – joining the 605 management team in leveraging the use of set-top box data to bring new, more expansive solutions to market,” said AMG founder, chief revenue officer and now 605 executive VP client solutions Chauncey McLean.

“AMG is an outstanding partner whose pioneering use of data and powerful insights have been of real value to Walmart. We are really pleased for the team there and excited about the formation of 605, which has the potential to make AMG’s solutions even stronger,” said Walmart senior director, Insights and Advocacy Aaron Bernstein.