Chicago-based data science software company 4C has acquired Teletrax, which provides real-time TV analytics and synced ads.
4C was founded in 2011 by chief scientist and Northwestern University professor Dr. Alok Choudhary. Its hundreds of clients use its platform to advertise across Facebook, Twitter, LinkedIn, Pinterest and Instagram, as well as to find insights about the behaviors of 1.5 billion social media users, the company said.
The acquisition, completed Thursday, gives the Chicago company additional data sources and functionality for real-time TV analytics. Netherlands-based Teletrax can identify commercials within three seconds of broadcast and trigger complementary digital campaigns on social media, video, display and search channels.
More Top Picks Best Cervical Pillows For Neck Pain Under Neck
“Both advertisers and networks want to find the Super Bowl for a specific brand,” Aaron Goldman, 4C’s chief marketing officer said.
Let’s say a shampoo company wanted to run an ad during “The Bachelorette.” 4C would be able to tell that company and the TV network whether running that ad would make sense for that audience demographic, the company said. Once an ad is in play, 4C can recognize real-time when that ad runs during “The Bachelorette” and make a complementary shampoo ad show up on Twitter or other channels.
To take it a step farther, 4C says it is able to “actually measure the effectiveness of that TV ad” — whether a viewer actually engaged with the brand in some way or started posting about the brand, CEO Lance Neuhauser said.
4C is also positioned to help brands collaborate with programming. The company would be able to tell the ABC television network, for example, that hosting “Bachelorette” dates at a particular resort would resonate with its audience. The company would track whether viewers were using their phones or other devices to engage with that resort while watching the show.
“If you’re going to go that route, you need to ensure that a connection does exist and a potential connection can be made between your brand and the audience,” Neuhauser said.
4C bought Teletrax from Civolution, which sells tech and solutions for managing and monetizing media content. The acquisition doubles the company’s headcount to 140 across eight cities internationally.
Email: [email protected] * Twitter: @megancgraham