Edinburgh's TVSquared zooms in on partnership with Sky

Edinburgh-founded TVSquared is to help Sky gain a greater insight into its advertising reach after agreeing a partnership with the satellite broadcasting giant.

Calum Smeaton, chief executive, founded TVSquared from an Edinburgh kitchen table in 2012 and has expanded the firm globally and formed partnerships with major media brands.

The agreement has been struck with Sky Media, which brings together TV viewing and web tracking data and provides its advertisers and brands with “an unprecedented picture of how TV drives interest, consideration, and sales performance”.

Calum Smeaton, chief executive and founder of TVSquared, said: “Sky Media has always been at the forefront of providing advanced technology offerings to its advertisers, and this partnership continues that path of innovation.

“TV can be measured and optimised with a focus on business outcomes – and Sky Media and TVSquared are enabling that for thousands of advertisers at scale today. This is an impactful and transformative change that is moving the TV ad market forward, not only in the UK, but worldwide.”

Dev Sangani, director of strategy and capability at Sky Media, added: “TV continues to remain the most trusted and impactful way for brands to engage current and future customers, illustrated by the growing number of digital native brands turning to TV.

“Being able to directly measure the impact TV has on driving web traffic and the resulting sales will be an immensely powerful tool.”

Smeaton co-founded TVSquared from an Edinburgh Kitchen table in 2012 and has expanded the firm globally and formed partnerships with major media brands.

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