4C says it has completed its acquisition of Teletrax from Civolution. The combined company, which will operate under the 4C brand, will “represent the most comprehensive global platform for social and TV advertising”, the company says.
4C – whose data analytics pedigree includes platforms that enable advertising on social media sites like Facebook, Twitter, LinkedIn, Pinterest, and Instagram – also offers a measurement and planning solution that aims to improve TV advertising via data that tracks social media behavior. 4C’s solution also combines data from set-top boxes, ad scheduling, and TV ad occurrences to provide TV verification for advertisers, agencies, broadcasters, and operators across millions of households.
According to 4C, Teletrax' technology complements its existing 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.
Teletrax also offers TV synced ads, which identifies commercials within three seconds of broadcast and triggers digital campaigns for synchronization and/or competitive response. Those ads can be delivered through social, video, display, and search channels across mobile, desktop, and television devices for “truly integrated marketing”, said 4C CEO Lance Neuhauser.
"For 4C, Teletrax presents an enormous growth opportunity across human resources, products, clients, and geography," Neuhauser said in a statement. "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."
As part of the transaction, Civolution CEO Alex Terpstra will join 4C as managing director of EMEA while remaining on the Civolution board of directors. Meanwhile, Sake Bosch, managing partner of Civolution's investor, Prime Ventures, has joined 4C's board of directors.