# iSpot.tv
> Bellevue, WA
- Profile type: Company
- Profile status: baseline
- Last updated: 2026-05-03T00:00:00.000Z
- Canonical URL: https://thestateofstreaming.com/companies/ispot-tv/
- Also known as: iSpot, iSpot TV
## Summary
iSpot.tv is a Bellevue, Washington-based TV ad measurement and attribution company, and one of three alternative-currency providers JIC-certified for national TV transactions alongside Comscore and VideoAmp. Founded by Sean Muller in 2012, iSpot took a $325 million Goldman Sachs investment in 2022 at unicorn valuation.

## Company facts

- Founded: 2012
- Headquarters: Bellevue, WA
- Domain: ispot.tv
- CEO: sean muller (https://thestateofstreaming.com/people/sean-muller/)


## Key facts

- iSpot.tv was founded in April 2012 by Sean Muller to build a real-time TV ad catalog and measurement platform. — iSpot.tv (About page): https://www.ispot.tv/about
- Headquartered in Bellevue, Washington, with regional offices in New York City, Los Angeles, and Tel Aviv. — GeekWire: https://www.geekwire.com/2022/goldman-sachs-will-invest-325m-in-ispot-helping-to-break-nielsens-lock-on-tv-ad-measurement/
- Goldman Sachs Asset Management invested $325 million in iSpot in April 2022, taking a significant minority stake at a reported valuation above $1 billion. — Bloomberg: https://www.bloomberg.com/news/articles/2022-04-27/goldman-sachs-invests-325-million-in-measurement-firm-ispot-tv
- On August 13, 2024, the U.S. Joint Industry Committee certified iSpot's Data Connect methodology as a national TV currency across all three classifications evaluated, Total Households, Audiences (Average Commercial Minute and Exact Spot), and Personified Demos. — iSpot.tv press release: https://www.ispot.tv/hub/u-s-joint-industry-committee-certifies-ispot-national-tv-currency/
- In July 2025 the JIC reaffirmed iSpot, Comscore, and VideoAmp as transactable currencies for the 2025-2026 broadcast season following a midterm audit. — Variety: https://variety.com/2025/tv/news/comscore-ispot-videoamp-tv-measurement-committee-1236451498/
- Primary outside investors include Goldman Sachs, Insight Partners, and Madrona Venture Group. — GeekWire: https://www.geekwire.com/2022/goldman-sachs-will-invest-325m-in-ispot-helping-to-break-nielsens-lock-on-tv-ad-measurement/


## Related

- sean muller (Founder & CEO) — https://thestateofstreaming.com/people/sean-muller/
- nielsen (competitor — incumbent national TV currency) — https://thestateofstreaming.com/companies/nielsen/
- videoamp (competitor — JIC-certified alternative currency) — https://thestateofstreaming.com/companies/videoamp/
- comscore (competitor — JIC-certified alternative currency) — https://thestateofstreaming.com/companies/comscore/
- samba tv (competitor — ACR-based measurement) — https://thestateofstreaming.com/companies/samba-tv/
- measurement currencies (category) — https://thestateofstreaming.com/tech/measurement-currencies/


## External coverage

- iSpot.tv: About iSpot (https://www.ispot.tv/about)
- 2024-08-13 — iSpot.tv: U.S. Joint Industry Committee Certifies iSpot as National TV Currency (https://www.ispot.tv/hub/u-s-joint-industry-committee-certifies-ispot-national-tv-currency/)
- 2024-08-13 — Ad Age: iSpot Gets Full JIC Currency Certification for TV Including Demos and Exact Spot Measures (https://www.adage.com/article/ad-measurement/ispot-gets-full-jic-currency-certification-tv-including-demos-and-exact-spot-measures/2574791/)
- 2025-07-10 — Variety: Comscore, iSpot, VideoAmp Get New Nod from TV Measurement Committee (https://variety.com/2025/tv/news/comscore-ispot-videoamp-tv-measurement-committee-1236451498/)
- 2022-04-27 — Bloomberg: Goldman Sachs Invests $325 Million in Nielsen Rival iSpot.tv (https://www.bloomberg.com/news/articles/2022-04-27/goldman-sachs-invests-325-million-in-measurement-firm-ispot-tv)
- TV Tech: iSpot Introduces Agentic AI Platform iSpot SAGE (https://www.tvtechnology.com/insights/analysis/ispot-introduces-introduces-agentic-ai-platform-ispot-sage)

## Profile
iSpot.tv sits at the center of the post-Nielsen TV measurement story we track most closely: the small group of alternative-currency providers cleared by the U.S. Joint Industry Committee to support national TV transactions. Among them, iSpot is the one that secured certification across all three classifications the JIC evaluates, which puts its data on the table for the bulk of how national TV is bought today. Goldman Sachs's 2022 check anchored the company financially through the multi-year currency contest with Nielsen, VideoAmp, and Comscore.

We track iSpot for three reasons: its position in the multi-currency landscape that ad buyers now have to navigate; founder-CEO Sean Muller's continued public presence on AI in TV measurement; and the company's quiet weight in any conversation about whether the duopoly era of TV ratings is actually ending.
## Coverage on The State of Streaming
- ['Independent' Has Stopped Meaning Anything Buyers Can Audit](https://thestateofstreaming.com/opinion/2026/04/independent-adtech-stack-walled-garden-thesis-2/) — 2026-04-27
- ['Independent' Has Stopped Meaning Anything Buyers Can Audit](https://thestateofstreaming.com/opinion/2026/04/independent-adtech-stack-walled-garden-thesis/) — 2026-04-27
- [Viant Pulls TVision Inside the DSP, Collapsing the Neutral Attention Layer](https://thestateofstreaming.com/measurement-data/2026/04/viant-tvision-attention-currency-acquisition/) — 2026-04-26

## Tags

- measurement
- tv-currency
- jic
- attribution
- acr
- bellevue
- private-company

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