SQREEM Technologies acquires youth marketing platform TotallyAwesome

Singapore-headquartered artificial intelligence (AI) behaviour aggregator SQREEM Technologies has acquired Singapore's TotallyAwesome, the contextual digital advertising platform specialising in youth marketing in Asia-Pacific. 

The deal between the two companies will leverage digital marketing solutions to create the go-to platform for safe youth marketing, and in creating a larger space for responsible AI innovation in the country.

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SQREEM's proprietary AI technology will be integrated alongside TotallyAwesome's 900-million strong reach and human-curated whitelists, to produce enhanced, precision-targeted web environments for young users and their families. TotallyAwesome is GDPR-K and COPPA compliant, and will bring multi-channel contextual solutions, bespoke engagement strategies, and content creation capabilities to increase safety in ad placements.  

The deal will form behaviour audience repository globally, reaching over 2.4 billion consumers in 80 countries.

As global conversations around the responsible use of AI in targeting vulnerable audiences increase, the acquisition strategically positions SQREEM to navigate the complex landscape of ethical youth marketing.

By extending SQREEM’s product suite to include comprehensive, age-appropriate solutions, SQREEM’s AI-driven behavioural database will leverage  TotallyAwesome’s understanding of key youth audiences and their digital experiences across 14 markets in APAC. The partnership aims to provide brands and agencies an unparalleled ability to reach millions of young consumers and parents in a safe and compliant way.

“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 prioritising safety and trust,” said Ian Chapman Banks, CEO of SQREEM.

Raja Kanniapan, CEO of TotallyAwesome, added that SQREEM’s cutting-edge AI technology solves the industry-wide challenge of activating against cookie-free intent-based audience segmentation.

“SQREEM’s acquisition of TotallyAwesome perfectly aligns with our strategy of curating high value audiences without cookies, drawing on our nine plus years of experience in marketing to kids, teens and families – and our more recent 18+ audience offering. This union significantly strengthens both companies across all industry sectors," said Kanniapan. 

The combined tech stack of SQREEM and TotallyAwesome will be accessible on a unified full-service platform, offering agencies significant cost reductions and improved operational margins.

The acquisition of TotallyAwesome also sees the company's APAC teams in Singapore, Ho Chi Minh City, Melbourne and Sydney merge with SQREEM’s global workforce to streamline operational processes and expand market reach, enhancing efficiency and market competitiveness. 

SQREEM's acquisition of TotallyAwesome marks 400% growth for SQREEM over the past three years. Earlier this year, the company acquired AdTech firms Trade Indy and Gamma SSP in its global expansion strategy. According to a statement, this rapid ascension places SQREEM squarely on the path of becoming ASEAN’s first profitable AI unicorn within the next 12 months.

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