COLOGNE — Last year, 4C Insights of Chicago bought itself a leg up in the fusion of social and TV advertising, by acquiring TV monitoring outfit Teletrax from Civolution, to know what’s airing when and where.

Now the online ad targeting outfit is tooling up for further expansion, by taking a $26m series C investment from Kayne Partners along with previous investors.

Amongst 4C’s product suit, the company variously helps advertisers target TV audiences using social data and vice versa. So why does it need more money? Speaking with Beet.TV at DMEXCO this month, CEO Lance Neuhauser explains:

  1. “We are expanding globally … more markets.”
  2. “We have to continue to work to gain more inventory connections.”
  3. “We need to continue to ingest more data sources.”
  4. “We’re going to continue to build out our data science capabilities.”

4C already has inventory arrangements to place ads on the major social networks, but Neuhauser wants to go farther. Data scientists, which are said to have “the sexiest job on the planet“, don’t come cheap these days, but are in the box seat for transforming business and industry.

That’s a capability Neuhauser needs to make sense of how new data streams can help ad targeting. He says: “Social data is the largest set of digital anthropology to mankind ever.”

Recently, the company also hired a chief product officer and chief revenue officer.

 

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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