Sqreem CEO Ian Chapman Banks
Singapore-headquartered digital behaviour aggregator Sqreem Technologies has acquired TotallyAwesome, an advanced digital advertising network for kids, teens, and families.
The details of the transaction remain undisclosed.
Post-acquisition, Sqreem will integrate TotallyAwesome’s reach of over 900 million users and human-curated whitelists with its proprietary artificial intelligence (AI) technology to “produce enhanced, precision-targeted web environments” for young users and their families.
Also Read: How TotallyAwesome helps brands engage kids and teens in a meaningful way
According to a statement, the pair will have a combined reach of over 2.4 billion consumers in 80 countries.
The acquisition allows Sqreem to navigate the complex landscape of ethical youth marketing, especially as global conversations increasingly emphasise the responsible use of AI in targeting vulnerable audiences.
The purchase also combines Sqreem’s advanced AI-driven behavioural database with TotallyAwesome’s understanding of youth audiences and their digital experiences across 14 key Asia-Pacific markets. This allows brands and agencies to reach millions of young consumers and parents safely and competently.
“Our combination of tech and expertise will demonstrate how brands can precisely tailor their engagement with kids, teens and families while prioritising safety and trust,” said Ian Chapman-Banks, CEO of Sqreem.
TotallyAwesome’s 100-member team across Singapore, Ho Chi Minh City, Melbourne and Sydney will merge with Sqreem’s global workforce.
“Sqreem’s acquisition of TotallyAwesome perfectly aligns with our strategy of curating high value audiences without cookies, drawing on our 9+ years of experience in marketing to kids, teens and families – and our more recent 18+ audience offering. With Sqreem’s cutting-edge AI technology solving the industry-wide challenge of activating against cookie-free intent-based audience segmentation, this union significantly strengthens both companies across all industry sectors,” added Raja Kanniappan, CEO of TotallyAwesome.
Also Read: Singapore’s digital behaviour aggregator Sqreem acquires Trade Indy
TotallyAwesome is a purpose-built media and content business, with one foot in media and engagement and the other in cyber safety. From a media perspective, it ensures brands engage kids and teens responsibly, acting like a youth safety insurance policy for brands. It counsels brands on how to move beyond an advertising play to one of utility and meaning.
Founded in 2010, Sqreeem develops AI solutions that match online behaviours with brands and publishers, identifying clients’ most valuable groups of customers and their behaviours. In March this year, Sqreem acquired Melbourne-founded, programmatic managed services company Trade Indy as part of its ongoing global expansion plans.
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