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Smeaton snaps up wywy

TV Squared acquires German tech firm

TV Squared, the Edinburgh-based the advertising optimisation company, has acquired wywy, a provider of real-time spot-detection technology, headquartered in Germany.

The acquisition also marks the opening of TVSquared’s Munich office, providing ground support for Germany and other European clients.

The acquisition combines TVSquared’s attribution platform with wywy’s automated content recognition technology. It means users can access real-time, accurate, spot-detection data within the platform, making time to TV insights even faster.

TVSquared enables TV to be a performance-driven channel. In real-time, advertisers see their spots, analyse performance and know if their investments have worked or not. Leveraging those insights, TVSquared customers regularly optimise campaigns and fine-tune TV strategies to increase sales.

Calum Smeaton (pictured), CEO and founder of TVSquared, said: “Getting accurate spot data quickly is a challenge for TV advertisers.”

He said the integration would create a robust, “end-to-end tool for optimising TV strategy and performance.”

On TVSquared’s expansion into Germany, Mr Smeaton added: “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.”

More than 600 brands, agencies and networks in 58 countries use TVSquared to improve TV campaign effectiveness up to 80%.

Calum Smeaton served as the chief executive at Sumerian Europe from January 2006 to October 2011.

He joined Sumerian in 2002. He founded Orbital Software Holdings in 1994 and served as its chief technology officer.

Before founding Orbital, he held research positions at both Scottish-based Strathclyde University and Heriot Watt University, where he worked on pioneering web-based systems for delivering courseware for engineering simulations.

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