Visible Measures

The company's core business was providing analytics on video advertising performance. It developed a proprietary dataset and patented programmatic technology that analyzed vast amounts of data points to understand consumer engagement with branded video content. This allowed clients, which included major global brands like Procter & Gamble and Unilever, as well as agencies and publishers, to plan, manage, and optimize their video campaigns. Visible Measures' platform, which included products like Fabric and Viewable Media, offered features to measure consumer engagement, benchmark campaign performance against competitors, and purchase user-initiated video views. The company's business model was centered on providing these analytics and media buying services, helping brands to maximize their return on investment in video advertising.

Over its lifetime, Visible Measures raised a significant amount of funding, totaling over $80 million from investors such as General Catalyst and Northgate Capital. A notable milestone was the 2008 acquisition of Vidmeter, a startup that compiled popular web video charts. However, after navigating a challenging ad tech market, Visible Measures was acquired by AcuityAds Holdings in March 2017 for approximately US$10 million in cash. The acquisition was aimed at bolstering AcuityAds' capabilities in the programmatic video advertising sector, integrating Visible Measures' analytics technology into AcuityAds' media execution platform. AcuityAds has since rebranded to illumin.