COLOGNE — Over the last couple of years, we have heard a lot about Teletrax, now part of 4C Insights, whose technology lets advertisers buy slots on digital media in sync with their TV airings. But another vendor is playing in a related space.

Like Teletrax, Munich-based Wywy also uses TV monitoring stations around the world to understand exactly what TV ads are airing, at what time, on what station.

“We match them against our database,” says Wywy co-founder Andreas Schroeter. “We send that information over to Google Analytics or Adobe Analytics.”

The aim is to show the digital investment return from TV ads.

Why? “TV is still the largest part of your budget,” Schroeter says. “We help you understand what’s happening with your TV budget.The agencies can start to allocate their TV budgets accordingly.”