Singapore – SQREEM, a Singapore-based artificial intelligence company, has announced that it has acquired programmatic advertising platform Gamma SSP to augment the company’s plans to expand their services and clientele reach in Southeast Asia.
The acquisition entails that Gamma SSP will become a fully-owned subsidiary of SQREEM in the short term, with SSP eventually merging into SQREEM’s tech stack to unlock 97% of the world’s programmatic inventory and eventually expanding the offering to include digital out of home (DOOH) and connected TV (CTV) – forming a complete dynamic digital ecosystem.
In addition, the acquisition will enable a global supply integration for SQREEM by combining its proprietary AI technology with Gamma’s integrations in the region and globally to bolster behavioral targeting solutions, at a landing page level, to brands and media agencies.
Gamma will still be led by its managing director, Matt Robinson, and the current management team. The combined entity plans to expand its headcount and geographical footprint by as much as 25% over the next year.
Ian Chapman-Banks, CEO of SQREEM Technologies explains that their AI technology allows them to convert online human behavior into anonymized data points to help out their clients reach the right people at the right place and time.
“Gamma’s integrations will provide us a gateway to massively accelerate our access to any inventory around the world, and combining it with SQREEM’s AI will enable us to get even better and faster access towards delivering the first true cookie-free media buying platform. This will expand our offering as a one-stop solution that covers the entire gamut of programmatic advertising,” he said.
Founded in 2014, Gamma is a supply side platform (SSP) focused on representing Southeast Asian publishers, covering the key markets across the region.
The company has already helped advertisers programmatically target audiences across an ecosystem of more than 1700 publishers, including major premium publishers in Thailand, Indonesia, Vietnam and the Philippines. Gamma also has the ability to support connected TV ad spots and will be adding DOOH in the next 6 months.
“SQREEM’s strong presence across APAC and their experience in working with brands globally makes it an ideal match to further develop our SSP and we are thrilled about becoming part of such an exciting company,” said Robinson.
He added, “I believe the technology we offer is hugely complementary and that together, we can utilise both the Gamma and SQREEM platforms to realise their full potential.”
Classified as a ‘behavioral pattern data aggregator’, SQREEM collects, analyses, and creates a database of open data on the Internet using its own AI technology. The Singapore-based tech company provides data analysis and precision targeting services to more than 100 companies and government agencies across various industries.
