Peter Daboll

Yeah, I've been around the block, I'll say, but it's from old school business.

just basic television all the way through some of the new media and some of the new formats out there.

It's really been an exciting ride.

Yeah, so when I came out of Yahoo and I looked back at the TV world at the time, this is like 2010, it really hadn't changed a lot in over a decade.

TV was still bought and sold the same way.

Advertising was done the same way.

And so we decided to build a technology company around evaluating ads.

And

The fundamental difference for Ace Metrics was we wanted to say we want to test every ad in the United States, not just a client ad here or there.

And so our philosophy is you only know if an ad's good if you know how good every ad is good because we're all being bombarded with ads every day.

And so we build a technology solution that basically grabs every ad that airs, tests it, put it in a syndicated database in 24 hours as opposed to the four to six weeks it used to take.

That's on TV.

And then about two years after that, there wasn't much video back then in 2010.

A couple years later, we launched into digital video.

So now we cover anything that moves basically from six second ads right on up to a five minute long form.

Exactly.

And there's a lot of third parties out there that actually collect the video ads.

And we also get a lot of direct ads from clients if they want us to test them before they air.

So that's another key part of our business is, hey, we've got these five versions.

Let's test them and see which one works best before we waste all the media money.