TVSquared, an Edinburgh, Scotland, UK-, NYC- and Los Angeles, CA-based global TV performance analytics provider, raised $8M in funding.
The round, which brings total funding to more than $21m, was led by West Coast Capital, and existing investors Scottish Investment Bank.
The company will use the funds to accelerate its market expansion and expand its research and development efforts.
Led by Calum Smeaton, CEO and Founder, and Chris van der Kuyl, Chairman, TVSquared provides a TV performance analytics and optimization platform to more than 700 brands and agencies across the globe to measure the impact of TV advertising, providing insights to optimize campaigns for response and maximise the efficiency of marketing spend.
The company recently introduced audience-level insights to understand exactly ‘who’ is responding to TV and optimize spend for target audiences and launched SearchSync for syncing TV spots with paid search.
The acquisition of Munich based wywy brought real-time spot detection technology to its platform, ADvantage.