US-based television adverting optimisation platform Clypd has been bought by telecommunications firm AT&T’s Xandr subsidiary in a deal of undisclosed size, enabling corporates Tivo and RTL to exit.
Founded in 2012, Clypd offers a data analytics software platform used by more than 100 cable and broadcast TV networks to more accurately target audiences when allocating advertising time.
The software provides granular information on TV audiences, as opposed to the broader demographics broadcasters have historically used to inform advertising decisions.
AT&T launched Xandr in September 2018 as a dedicated advertising subsidiary, and it will use Clypd’s technology in its own TV advertising business, particularly for Xandr Monetize, its ad buying and selling platform.
Media group RTL and TV recording technology provider Tivo took part in Clypd’s $19.4m series B round in 2015, investing alongside Duke University, Atlas Venture, Data Point Capital, Transmedia Capital and Western Technology Investment.
Clypd had raised $3.2m in a March 2013 series A round featuring Tribeca Venture Partners, Data Point Capital, Transmedia Capital, Atlas Venture, Freestyle Capital and Boston Seed Capital. The latter three joined assorted angel investors to add $7.2m eight months later.
The original version of this article appeared on our sister site, Global University Venturing.