Ace Metrix Targets TV Advertising

Los Angeles-based Ace Metrix is looking to apply analytics to the television advertising market, saying this morning that it has launched a service which helps advertisers measure persuasion and watchability of their advertising. The firm, which is funded by Hummer Winblad Venture Partners and Palomar Ventures, said that the software-as-a-service product is aimed at advertisers and agencies looking to understand and compare the performance of competitive ads across their own market and other industries, and to gain feedback on their ads. The firm was co-founded by Steve Goldman and JuYoung Lee. Goldman was previously at Chiat/Day and BBDO advertising; Lee was market research firms Lieberman Research Worldwide, Krumm & Associates and Aspex Research. Hummer Winblad's Ann Winblad and Palomar's Jim Gauer sit on the firm's board.