TVSquared Buys Ad Tracking Firm wywy

Edinburgh-based ad measurement and optimization firm TVSquared has acquired German television ad tracking specialist wywy. Terms of the deal were not disclosed.

Since its launch in 2012, wywy has developed automated content recognition (ACR) technology, which enables it to detect a TV commercial at the moment it is aired, and then serve a corresponding ad in real-time to mobile and tablet users while they are still watching the ad on TV. In addition, the firm offers real-time TV campaign tracking, helping advertisers to measure the impact of every commercial.

TVSquared, which also has offices in New York and London, enables advertisers to see their spots, analyse performance and understand if their investments have worked or not. The deal allows it to combine its ADvantage TV attribution platform with wywy's automated content recognition technology; and gives it a base in Munich, from where it will support German and other European clients.

CEO and founder Calum Smeaton (pictured) comments: 'Integrating wywy's stellar spot detection into the ADvantage platform brings an unrivalled level of speed and accuracy to the process. Germany has been one of TVSquared's fastest growing regions, and with the opening of our Munich office, we're committed to providing on-the-ground support for our German brands, agencies and broadcasters'.

Web site: www.tvsquared.com .

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