Singapore-headquartered SQREEM Technologies, a global leader in digital behavior aggregation, has announced its definitive acquisition of Singapore’s TotallyAwesome, a renowned contextual digital advertising platform specializing in youth marketing across the Asia-Pacific region. This strategic move aims to revolutionize the landscape of youth marketing and enhance ad placement safety.
Enhanced Reach and Precision Targeting
The integration of TotallyAwesome’s extensive reach of over 900 million users and human-curated whitelists with SQREEM’s proprietary AI technology is set to produce enhanced, precision-targeted web environments for young users and their families. This collaboration significantly increases safety in ad placements, ensuring that brands can engage with their target audiences ethically and effectively.
The combined entity will create the largest behavior audience repository globally, reaching over 2.4 billion consumers across 80 countries. This unprecedented scale provides brands and agencies with an unparalleled ability to connect with young consumers and their families in a safe and compliant manner.
Navigating Ethical Youth Marketing
As global conversations increasingly emphasize the responsible use of AI in targeting vulnerable audiences, this acquisition strategically positions SQREEM to navigate the complex landscape of ethical youth marketing. By extending its product suite to include comprehensive, age-appropriate solutions, SQREEM leverages its advanced AI-driven behavioral database alongside TotallyAwesome’s robust understanding of youth audiences and their digital experiences in 14 key Asia-Pacific markets.
Ian Chapman-Banks, CEO of SQREEM, expressed his excitement, stating, “SQREEM now offers the most comprehensive solution for advertising agencies and brands seeking to connect with youth audiences ethically and effectively. Our combination of tech and expertise will demonstrate how brands can precisely tailor their engagement with kids, teens, and families while prioritizing safety and trust.”
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Unified Full-Service Platform
The acquisition will also make the combined tech stack of SQREEM and TotallyAwesome accessible on a unified full-service platform. This will offer agencies significant cost reductions and improved operational margins, making it easier for brands to manage their marketing campaigns efficiently.
Raja Kanniappan, CEO of TotallyAwesome, highlighted the strategic alignment, saying, “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.”
Global Workforce Integration
TotallyAwesome’s existing team, approximately 100 strong, spread across key markets including Singapore, Ho Chi Minh City, Melbourne, and Sydney, will merge with SQREEM’s global workforce. This integration aims to streamline operational processes and expand market reach, enhancing efficiency and competitiveness in the digital advertising industry.
The acquisition of TotallyAwesome by SQREEM Technologies marks a significant milestone in the evolution of ethical youth marketing. By combining their strengths, the two companies are set to provide brands and agencies with unparalleled tools and insights to engage with young audiences safely and effectively. This strategic move not only enhances the capabilities of both companies but also sets a new standard for responsible and innovative digital advertising.
