COLOGNE – The TV-synced social advertising technology Beet.TV has reported on for the last couple of years has had a long and winding road. Started by Teletrax, it was later wrapped up in to Philips’ Civolution, before being renamed Teletrax, which was last month sold to digital ad group 4C Insights.

Now 4C has fully integrated this special-sounding little piece of tech, and is planning a “coming-out party” at the DMEXCO advertising gathering in Cologne, Germany. So what does it do, and what’s in-store?

“The holy grail that we’ve all been chasing forever is right person, right person, right message, right time,” says 4C chief marketer Aaron Goldman, in this video interview with Beet.TV. “Now advertisers, agencies can use the 4C social ads platform to run ads on Facebook, Twitter and Instagram and sync them up with what’s running on broadcast, whether be it a certain program or a certain advertiser.”

The system works because the technology employs the former Teletrax’s bank of computers and global TV feeds to identify and understand what kinds of shows are being broadcast at any minute around the world, indexing and categorising content by type in its live database. That gives advertisers another targeting characteristic, beyond demographic and interests, that can be deployed in real-time in social media.

“Nobody is just watching television anymore – you’ve got your phone in your hand, your tablet,” Goldman says. “We can make sure advertisements are in sync across all devices.

“We’ve seen as high as 50%, 70% higher click-through rates. We’ve seen conversion rates go up 20% to 30% across multiple different categories.”

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C Insights + Teletrax.