Edinburgh-based ad analytics firm TVSquared has acquired wywy, a provider of real-time spot-detection technology headquartered in Germany.
The details of the acquisition are undisclosed, but it’s worth noting that TVSquared has raised $12.5m (£9.6m) to date, whereas wywy has received over $10m (£7.6m) from investors.
Calum Smeaton, CEO and founder of TVSquared, commented:“Getting accurate spot data quickly is a challenge for TV advertisers. Integrating wywy’s stellar spot detection into the ADvantage platform brings an unrivalled level of speed and accuracy to the process. With even faster time-to-results, ADvantage is the most robust, end-to-end tool for optimising TV strategy and performance.”
The acquisition also mark’s the opening of TVSquared’s first German office.
“Germany is a strong TV market. It’s also been one of TVSquared’s fastest growing regions. With the opening of our Munich office, we’re committed to providing on-the-ground support for our German brands, agencies and broadcasters,” Smeaton added.
TVSquared is backed by West Coast Capital and the Scottish Investment Bank.