4C, a data analysis company, has acquired of Teletrax, a company that specialises in real-time television analytics and cross-screen synchronised marketing campaigns.4C made the acquisition from Civolution, which intends to focus on its NexGuard forensic watermarking business.
The combined company, which will operate under the 4C brand and consists of more than 140 employees across eight locations, will represent the most comprehensive global platform for social and TV advertising.
4C specialises in the application of data science to deliver marketing software products. It built the first platform to enable advertising across Facebook, Twitter, LinkedIn, Pinterest, and Instagram through certified API access.
4C also offers a measurement and planning solution that improves TV advertising by providing insight into the behaviour of 1.5 billion unique social media users across 250,000 interest categories, 50,000 brands, 6,000 TV programs, and 41 languages.
Furthermore, by combining data from set-top boxes, ad scheduling, and TV ad occurrences, 4C can address millions of households and provide TV verification for advertisers, agencies, broadcasters, and operators.
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Teletrax’ technology complements the 4C offering by adding additional data sources and functionality for real-time TV analytics, including monitoring over 2,100 channels across 76 countries for both program content and advertisements. In addition, Teletrax offers TV synced ads, which identifies commercials within three seconds of broadcast and triggers digital campaigns for synchronization and/or competitive response. These ads can be delivered through social, video, display, and search channels across mobile, desktop, and television devices for truly integrated marketing.
“For 4C, Teletrax presents an enormous growth opportunity across human resources, products, clients, and geography,” stated Lance Neuhauser, CEO of 4C. “We’re going long on media convergence and the combination of 4C and Teletrax puts us in a unique position to deliver more value for our clients through social and TV advertising.”
Alex Terpstra, CEO of Civolution, will join 4C as managing director of EMEA while remaining on the Civolution board of directors, said: “Both companies share a vision for the future of advertising and offer best-in-class software solutions. Teletrax clients will soon enjoy 4C’s unique ability to unlock the power of social connections in driving advertising effectiveness, while 4C’s clients gain access to our real-time TV analytics and TV synced advertising offerings. It truly is a win-win for everyone involved.”
Sake Bosch, managing partner of Civolution’s investor, Prime Ventures, has joined 4C’s board of directors.
To enable the transaction and provide for additional growth capital, 4C has closed further investment led by Jump Capital.