Extreme Reach, which provides video ad solutions across TV and online video, has acquired BrandAds, a startup that has developed a measurement solution for online video ads. Back in Sept. '13, I covered the launch of BrandAds Bridge product, which uses direct audience measurement to report on 30 difference performance metrics.

John Roland, CEO of Extreme Reach, told me that whereas the company's clients already have access to robust insights for TV ads, the BrandAds acquisition will enhance measurement of online video ads, something its clients are seeking. Doing so will provide a more accurate picture of video ads' effectiveness and the ability to reduce waste and inefficiency.

A key Extreme Reach goal is to become a one-stop shop for advertisers to be able to execute multi-screen campaigns. John said one of the things that drew Extreme Reach's interest was BrandAds compelling UI, which enables quick, all-in-one access to a slew of data around where ads are running, audience demographics, effectiveness, brand safety and social media impact.

Terms of the deal were not disclosed. The full BrandAds team will transition to Extreme Reach, with BrandAds CEO Avi Brown becoming Chief Digital Officer of Extreme Reach, reporting to John.