Following Acquisition, Ad Tech Firm Effective Measure Ups MEA Focus

Insiight Pty Ltd has acquired Effective Measure International. Insiight is a newly formed company led by Scott Julian, the original founder and existing board member of Effective Measure International, and is supported by other founders of Effective Measure with strong financial backing from various investors.

With a change in ownership, clear direction and financial backing, Effective Measure will increase its focus on bringing deeper data and insights to audience measurement and profiling, allowing more insightful audience understanding for advertising.

Effective Measure sees enormous potential in the Middle East and African markets where it already has a strong presence. This base will support the growth of the business whilst supporting the growth potential in other markets in those regional areas. There will be a renewed focus on product development to take audience measurement and turn it into audience insights, a clearly defined requirement of our clients.

“When Effective Measure was started in 2008, we saw an opportunity for audience measurement in emerging markets and built a successful business upon it. With this investment, we will focus on bringing data and insights to these core emerging markets in audience measurement and bring world-class advertising and audience insights to the region,” said Scott Julian, Founder, Effective Measure.

With the future focus on the Middle East and African markets, Effective Measure has reduced its focus on the Asia Pacific market, selling Effective Measure Oceania assets to Pureprofile Limited, an Australian based big data technology and programmatic media company.

“The acquisition of the EM business and the investment from Insiight now sets a clear direction for Effective Measure and will enable the consolidation of Effective Measure as a key leader in audience profiles and insights for emerging markets”, said Graham Plant, CEO, Effective Measure.

Mr Plant will remain in the business to support Mr Julian’s transition into the CEO role over the coming months. Existing senior management involved in supporting those regions will continue to drive the business forward.

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