Headwaters advised BrandAds, a video ad intelligence company based in Emeryville, CA, on its acquisition by Extreme Reach, a provider of a video platform for integrated TV, online and mobile advertising based in Needham, MA. BrandAds created the industry’s first third-party video analytics solution to provide brand marketers with one unified view into campaign performance across media vendors and channels in real-time.

"Headwaters was a valued advisor to BrandAds during our sale to Extreme Reach. Their strategic guidance and diligence were extremely helpful throughout the entire process,” said Avi Brown, CEO of BrandAds. “Extreme Reach will incorporate our innovative advertising technology including BrandAds Bridge into the Extreme Reach platform, simplifying advertising management for customers as technology and viewing habits continue to shift. As the industry’s leading TV ad distribution and management company, Extreme Reach is a perfect match to carry BrandAds’ vision forward.”

John Batdorf, Managing Director at Headwaters MB, added, “BrandAds’ proven success makes it strong fit for Extreme Reach to improve its best-in-class technology for their over 9,000 clients. Together, these two companies will provide clients with a measurable and accountable way to advertise to audiences across both TV and digital video.” Head of Technology, Media and Telecom Banking Gary Moon added, “The BrandAds / Extreme Reach combination demonstrates the solid interest in the Internet Advertising market which is one of our strongest focus areas in our TMT practice. We expect significant continued activity in marketing technology by acquirers and investors.”

BrandAds was founded in 2011 by industry veterans Avi Brown, Ryan Pamplin and Kandi Onwuama. The entire BrandAds team will be joining Extreme Reach. Terms of the acquisition were not disclosed.

About BrandAds

BrandAds is bringing world-class measurement to connected video advertising. BrandAds Bridge is the first video ad analytics solution to provide media buyers with real-time insights into how their campaigns are performing across many different media vendors and channels in one unified view. By enabling brands to measure the impact of every video ad campaign, BrandAds customers can feel confident in making smart media buying decisions. Founded in 2011 by video ad industry veterans Avi Brown, Ryan Pamplin and Kandi Onwuama, BrandAds is a privately held company based in Emeryville, California.

About Extreme Reach

Extreme Reach is the leading provider of video ad management, delivery and measurement solutions across TV and digital media. Our cloud-based platform streamlines the execution and measurement of cross-media video campaigns from pre-production through campaign analytics and is the only platform that integrates video delivery with talent payment and rights management.