Edinburgh start-up snaps up German analytics firm

Published: 15 November 2017

Edinburgh technology start-up TVSquared has snapped up German TV advertising analytics firm wywy for an undisclosed sum.

TVSquared, which helps TV companies optimise on-air advertising performance in an estimated $200 billion a year industry, closed a $6.5 million (£5.2 million) investment round with new and existing investors in February.

The acquisition of wywy's “customers, technology, and employees” will see TVSquared take on wywy's Munich office, and a move to a larger office in Munich is in planning for 2018. TVSquared has refused to divulge how many staff wywy employs or how many staff will transfer over, but did state “the majority of the Germany-based team is transferring over to TVSquared”, and its chief executive is staying on “as an advisor”.

Germany is a strong TV market. With the opening of our Munich office, we’re committed to providing on-the-ground support for our German brands, agencies and broadcasters.

Calum Smeaton, Founder and Chief Executive, TVSquared


Two US-based wywy staff are also transferring over to TVSquared. The deal will see wywy become part of TVSquared with its automated content recognition technology. technology set to enhance TVSquared's ADvantage TV attribution platform. The acquisition is expected to be immediately revenue generating...

Full story via Insider News


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