TV ad analytics platform TVSquared has landed $3m in funding from existing and new investors, including West Coast Capital.

With this round, the Edinburgh-based firm brings its total funding to over $5.5m.

The company, which also has offices in London, San Francisco and New York, delivers analytics to enable its customers to improve the performance of their TV advertising campaigns.

Paul Davidson of West Coast Capital commented on the investment: “Data analytics is a space we understand extremely well and, in assessing TVSquared, we saw a compelling analytics technology capable of making significant ROI for clients. Compelling technology, an experienced team and a global play made this an exciting investment.”

TVSquared says it will use the money to invest in its product suite, hire more people and expand internationally.

Calum Smeaton, founder and CEO at TVSquared, said: “The latest round of funding, combined with our technology, global team and Board, puts TVSquared in the perfect position to change the way advertisers measure and optimise TV forever.”

As part of the announcement, TVSquared said Chris van der Kuyl, a serial tech entrepreneur, would join the company as a chairman.

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