4C Buys Dutch Analytics and Targeting Firm

US-based data science company 4C has acquired real-time television analytics and cross-screen marketing specialist Teletrax for an undisclosed sum. Alex Terpstra, CEO of previous owner Civolution, joins 4C as Managing Director EMEA but will remain on the Board of Civolution.

The deal was partly funded by new investment led by Jump Capital.

The new combined company, operating under the 4C brand, will boast more than 140 employees across eight international locations. Sake Bosch, Managing Partner of Civolution's investor, Prime Ventures, joins 4C's Board of Directors, while Alex Terpstra, CEO of Civolution, joins 4C as Managing Director of EMEA but will remain on the Board of Civolution.

4C, whose founder and Chief Scientist is Dr. Alok Choudhary (pictured), combines analysis of the behavior of '1.5 billion unique social media users' with data from set-top boxes, ad scheduling and TV ad occurrences, providing cross-platform advertising, measurement and planning, and TV verification services. The Teletrax buy adds new data sources and functionality for real-time analysis of TV program content and advertisements across 76 countries. This includes the ability to identify commercials within seconds of their starting and trigger synchronized digital campaigns delivered across multiple platforms and devices.

Terpstra says the companies share a vision for the future of advertising, commenting: 'Teletrax clients will soon enjoy 4C's unique ability to unlock the power of social connections in driving advertising effectiveness, while 4C's clients gain access to our real-time TV analytics and TV synced advertising offerings'.

Lance Neuhauser, CEO of 4C, says Teletrax 'presents an enormous growth opportunity across human resources, products, clients and geography', adding: 'We're going long on media convergence and the combination of 4C and Teletrax puts us in a unique position to deliver more value for our clients through social and TV advertising'.

4C already had offices in Chicago, New York, Seattle and Singapore, while Teletrax is headquartered in Eindhoven, the Netherlands, and also has offices in London, Los Angeles, and New York. Two months ago, 4C hired Nielsen veteran Mark Green as Chief Operating Officer, with a remit to help scale the company's geographic presence, sales, client delivery and product development.

Web sites are at www.4cinsights.com and www.teletrax.tv .

Civolution provides technology and solutions to identify, manage, and monetize media content, and began as a division of Royal Philips Electronics before spinning out in 2008. Web site: www.civolution.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.