Tvsquared targets Latin American advertisers

Tvsquared, the Edinburgh-founded technology firm that helps firms measure returns from television advertising, has further grown its global footprint.

The company said that its new Miami-based office would oversee its Tvsquared Latin America operation, which is targeting the world’s fourthlargest advertising market.

Calum Smeaton, founder and chief executive of Tvsquared, which operates in 70 countries, said: “While the role of TV is strong in Latin America, the use of real-time TV attribution and optimisation is still in its early stages throughout the region.

“Our Latin American customer base is spearheading the use of TV for performance – leveraging the channel as a primary driver of immediate, digital response.”