605

What 605 does

605 is a New York-based data and engineering firm founded in 2016, with 51-100 employees, that pioneered work in TV data analytics and now operates as iSpot.tv (605.tv redirects to ispot.tv, with legal entity iSpot.tv, Inc.). The company provides an end-to-end TV and video advertising measurement platform organized across three product pillars: Creative Assessment (pre-market and in-market ad testing, including Hispanic ad testing), Audience Measurement (unified linear/streaming measurement, media measurement, streaming measurement, out-of-home measurement, ad verification, and competitive intelligence), and Outcome Attribution (unified conversions, TV conversions, incremental lift, attention analytics, and exposure-level ad data). The platform is augmented by iSpot SAGE, an AI workforce product for creative analysis and planning, and iSpot Data Connect for enterprise data warehouse integration.

The underlying technology rests on proprietary access to 83 million smart TVs and set-top boxes, direct integrations with 400+ streaming platforms and demand-side platforms, and a proprietary ad catalog covering 2.9 million creatives with second-by-second attention tracking. Cumulative platform scale includes 110 trillion impressions, 62 billion attributed conversions, and $641 billion in tracked ad spend. The company holds first-ever MRC accreditation for national TV ad occurrence reporting and JIC certification as a national TV currency.

Commercially, the company serves brands/advertisers, agencies, and networks/publishers, with 750+ enterprise customers (including 10 of the top 10 advertisers and 85 of the top 100 advertisers) and a broader 77,000-advertiser footprint. Revenue is generated through quote-based, annual subscription and usage-based measurement services, delivered via a hybrid GTM combining direct enterprise sales and product-led self-serve; pricing is not publicly disclosed. Named customers span automotive, technology, consumer goods, restaurants, healthcare, entertainment, real estate, and home services, indicating horizontal segmentation across the TV advertising value chain.

Name

605

Legal name

iSpot.tv, Inc.

Website

https://605.tv

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

605 is a New York-based TV data analytics firm operating as iSpot.tv, providing end-to-end TV and video ad measurement across creative, audience, and outcomes for brands, agencies, and publishers via a proprietary smart-TV data platform.

Ownership category

akta.pro rank

Product category

TV and Video Ad Measurement

NAICS

Marketing Research and Public Opinion Polling (541910), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Data Platform & Audience Insights (CDP, Data Warehouse, Attribution) (MPAHAJAN)

Keywords

• TV ad measurement
• Video analytics platform
• Advertising attribution software
• Cross-platform measurement
• Creative effectiveness testing

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. TV Ad Measurement Services: Subscription or usage-based measurement services for brands, agencies, and publishers to measure TV and video ad effectiveness across creative, audience, and outcomes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

605 is a team of data scientists and engineers that pioneered TV data analytics, now operating as a TV and video ad measurement platform. The platform unifies creative assessment, audience measurement, and outcome attribution across linear and streaming TV, augmented by AI-powered creative analysis and direct integrations with 400+ streaming platforms and DSPs. Services are sold on a subscription basis to brands, agencies, and publishers seeking cross-platform ad effectiveness measurement.

Product overview

iSpot is a TV and video ad measurement platform offering an integrated suite of products organized across three core pillars: Creative Assessment (Pre-Market and In-Market testing), Audience Measurement (Unified, Media, Streaming, and Out of Home measurement), and Outcome Attribution (Conversions, Lift, and Attention Analytics). The platform is augmented by SAGE AI for automated creative analysis and iSpot Data Connect for enterprise data integration. All products share a unified data infrastructure powered by proprietary access to 83M smart TVs and set-top boxes, with direct integrations across 400+ streaming platforms and DSPs.

Differentiator

Problem solved

Functional benefit

Brands

• iSpot SAGE: AI-powered workforce for TV and video ad measurement, providing creative analysis and planning capabilities.

Products and services

• Creative Assessment Suite of creative testing tools including Pre-Market Ad Testing, In-Market Benchmarking, and Hispanic Ad Testing that enable advertisers to evaluate and optimize TV ad creative effectiveness before and during campaign deployment.
• Audience Measurement Comprehensive audience measurement platform offering Unified Measurement, Media Measurement, Streaming Measurement, Out of Home Measurement, Ad Verification, Competitive Intelligence, and Advanced Audiences analytics for cross-platform ad allocation and optimization.
• Outcome Attribution End-to-end attribution suite providing Unified Conversions, TV Conversions, Incremental Lift analysis, Attention Analytics, and Exposure Level Ad Data to measure actual business outcomes and ROAS from TV advertising.
• iSpot SAGE AI AI-powered workforce agents that accelerate creative analysis and planning workflows, providing automated insights and recommendations for TV ad optimization.
• iSpot Data Connect Data connectivity solution enabling integration with the platform's measurement and attribution data for enterprise analytics and data warehousing use cases.
• Ad Center Analytics hub providing access to Top Ads, Top Spenders, competitive benchmarking, and event-specific ad intelligence for Super Bowl, FIFA World Cup, and Olympics advertising.

Quantifiable outcome

• 73% of marketers struggle with ROI - iSpot addresses this with unified measurement
• +2 more outcomes

Named customers17 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature5 records

Partnerships

One partnership is on record.

• 400+ Streaming Platforms and DSPscoreTechnology or IntegrationDirect integrations with over 400 streaming platforms and DSPs enabling cross-platform measurement and data synchronization. These integrations are fundamental to iSpot's unified measurement approach and allow for comprehensive ad occurrence reporting and attribution.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Samba TV: Samba TV operates a smart-TV ACR-based data and measurement platform that is the closest functional analog to iSpot's smart-TV and set-top-box footprint. Both compete for brand and agency budgets on cross-platform TV/CTV measurement, audience insights, and outcome attribution.
• VideoAmp: VideoAmp provides cross-platform TV and video currency, audience measurement, and outcome attribution for advertisers, agencies, and publishers. Its emphasis on unifying linear and CTV measurement and competing for industry-currency status places it directly against iSpot's MRC/JIC-certified offering.
• Innovid: Innovid is a TV ad measurement and attribution platform (now including TVSquared) focused on cross-platform ad delivery, performance, and outcome analytics. Like iSpot, it sells creative, audience, and outcome insights to brands and agencies across linear and CTV.

Broad incumbents

• Nielsen: Nielsen is the legacy TV ratings currency and a broad media-measurement incumbent that has expanded into CTV and digital audience measurement. It competes with iSpot for the same advertiser and agency measurement budgets, with the added weight of being the historical industry standard.
• Comscore: Comscore is an established cross-platform audience measurement and analytics provider serving agencies, advertisers, and publishers. It overlaps with iSpot in TV, CTV, and digital audience measurement, though its portfolio is broader and less specialized in real-time outcome attribution.
• DoubleVerify: DoubleVerify provides ad verification, viewability, and brand-safety measurement across digital and CTV. It is a broader incumbent than iSpot but increasingly overlaps in CTV verification and outcome analytics, especially as advertisers converge verification and effectiveness budgets.
• Integral Ad Science (IAS): IAS offers ad verification, viewability, and measurement across digital, social, and CTV. Like DoubleVerify, it competes less on TV-specific creative assessment and more on cross-platform verification and outcome measurement adjacent to iSpot's portfolio.
• Kantar Millward Brown: Kantar is a global market research and ad-effectiveness firm whose Millward Brown division measures advertising creative and brand impact. It competes with iSpot's Creative Assessment pillar, especially for global advertisers needing cross-market ad-effectiveness research.
• Oracle Advertising (Moat): Oracle's Moat provides ad viewability, attention, and brand-safety measurement across digital and CTV. It overlaps with iSpot's attention analytics and verification capabilities, brought by a much larger enterprise software incumbent with broader data assets.

Emerging players

• AudienceProject: AudienceProject is a cross-media measurement provider focused on unified audience measurement across TV, digital, and audio, primarily in European markets. It is comparable to iSpot's unified-measurement proposition but operates at a smaller scale and in different geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/605data
• YouTubeyoutube.com/channel/UCeMuA4L9qnyKOsoFqkEDNJA
• Facebookfacebook.com/605data
• LinkedInlinkedin.com/company/605data
• Instagraminstagram.com/ispottv

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 605