SQREEM acquires TotallyAwesome, strengthens ethical youth marketing

Singapore-based SQREEM Technologies, a specialist in artificial intelligence and one of the world's largest digital behaviour aggregators, has disclosed its purchase of TotallyAwesome, Singapore's premier specialist marketing and media platform targeting youth and their families. This comes following SQREEM's recent successful acquisition of Trade Indy, a programmatic business based in Melbourne.

At a time when conversations around the globe are focusing on the responsible application of AI, specifically when engaging with susceptible populations, this acquisition positions SQREEM sharply in dealing with the intricate field of ethical youth marketing. The merger of TotallyAwesome's expansive reach of more than 900 million users, combined with human-curated whitelists, and SQREEM's proprietary AI technology, will develop advanced, carefully targeted web environments for children and their families, delivering a notable increase in the safety of ad placements.

Together, SQREEM and TotallyAwesome aim to form the most substantial behaviour audience repository worldwide, making contact with over 2.4 billion consumers across 80 different countries. SQREEM's product suite, post-acquisition, will offer comprehensive solutions that are age appropriate, representing a powerful amalgamation of SQREEM's sophisticated AI-fuelled behavioural database and TotallyAwesome's strong comprehension of youth audiences and their digital experiences in 14 key Asia-Pacific markets. This merger will provide brands and advertising agencies with an unrivalled ability to safely and compliantly connect with millions of young consumers and parents.

SQREEM's growth has surged 400% over the past three years, driven by its recent purchases of AdTech firms, including Trade Indy and Gamma SSP. This sharp incline places SQREEM firmly on track to becoming the ASEAN's first profitable AI unicorn within the coming year. Ian Chapman-Banks, the CEO of SQREEM, commented on the merger, "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."

The combined tech capabilities of both SQREEM and TotallyAwesome will be available on a master full-service platform, offering agencies perceived cost reductions and enhanced operational margins. TotallyAwesome’s existing task force which is approximately 100 strong and spread across major markets such as Singapore, Ho Chi Minh City, Melbourne, and Sydney, will merge with SQREEM's global workforce to streamline operational processes and extend market reach, thus boosting efficiency and market competitiveness.

Raja Kanniappan, the CEO of TotallyAwesome, commented on the acquisition by stating, "With SQREEM's cutting-edge AI technology solving the industry-wide challenge of activating against cookie-free intent-based audience segmentation, this union significantly strengthens both companies across all industry sectors."

TotallyAwesome, a GDPR-K and COPPA compliant entity, brings valuable assets to SQREEM. This includes multi-channel contextual solutions, bespoke engagement strategies, and content creation capabilities, further enhancing the effectiveness of the consolidated entity in the ethical marketing to younger audiences.