More Funds for Expanding TVSquared

Scottish ad measurement and optimization firm TVSquared has raised another $8m in funding, to accelerate its expansion.

The firm's Advantage platform brings same-day campaign measurement and ad optimisation to the global TV industry, working with more than 700 brands across more than 70 markets. Already with offices in Edinburgh, London, New York and Los Angeles, in November it acquired German television ad tracking specialist wywy for an undisclosed amount.

The round, which brings total equity funding to more than $21m, was led by private equity partnership, West Coast Capital, and supported by existing investors, including the Scottish Investment Bank. Just over a year ago, the firm received $6.5m for growth including continued development of its technology and team.

Chairman Chris van der Kuyl (pictured) says of the latest news: 'On behalf of the Board, we are delighted at the close of this latest round of funding, which will fuel TVSquared's global growth. The support of our current shareholders means that the team can focus on delivering fantastic products to an ever-growing audience'.

Some of the new money will fund the firm's continuing research and development, which has recently produced advances including audience-level insights - to understand 'exactly who is responding to TV' and optimise spend for target audiences; and SearchSync, which syncs TV spots with paid search. Last month the company partnered with Acxiom division LiveRamp, to help advertisers target consumers with more relevant TV ads.

Web site: www.tvsquared.com .