Dynata, a first-party data platform for insights, activation, and measurement, has acquired Ameritest, a brand and advertising research consultancy. The deal enhances Dynata’s advertising services within the Dynata Platform.

The acquisition will add creative testing capabilities to help Dynata’s clients measure the effectiveness of their messages in order to create better communication and higher ROI. The new business combination will help clients improve its persuasion and engagement of advertising to their exact target audience.

“Dynata’s ability to leverage the industry’s largest first-party data for audience discovery, campaign activation and advertising effectiveness gives our clients an edge in meeting this challenge,” said Gary Laben, CEO of Dynata. “By adding Ameritest’s creative testing capabilities, we will ensure that our clients’ campaigns meet their consumers in the market with the right message at the right time and on the right platform for maximum engagement.”