SQREEM’s acquisition of TotallyAwesome to provide contextual digital marketing solutions for safe youth-oriented marketing, demonstrating Singapore’s rising dominance in responsible AI innovation.
Singapore-headquartered SQREEM Technologies, a leader in pure artificial intelligence and one of the world’s largest digital behaviour aggregators, has announced its definitive acquisition of Singapore’s TotallyAwesome, the leading contextual digital advertising platform specialising in youth marketing in the Asia-Pacific region.
Navigating the complex landscape of ethical youth marketing, especially as global conversations increasingly emphasise the responsible use of AI in targeting vulnerable audiences, is a major challenge for marketers.
The deal will integrate TotallyAwesome’s extensive reach of over 900 million users and human-curated whitelists with SQREEM’s proprietary AI technology to produce enhanced, precision-targeted web environments for young users and their families, significantly increasing safety in ad placements.
Together, the pair will form the largest behaviour audience repository on the planet, reaching over 2.4 billion consumers in 80 countries. By extending SQREEM’s product suite to include comprehensive, age-appropriate solutions, the purchase combines SQREEM’s advanced AI-driven behavioural database and TotallyAwesome’s robust understanding of youth audiences and their digital experiences across 14 key Asia-Pacific markets, offering 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.
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. TotallyAwesome’s existing team, approximately 100-strong across key markets including Singapore, Ho Chi Minh City, Melbourne and Sydney, will merge with SQREEM’s global workforce to streamline operational processes and expand market reach, enhancing efficiency and market competitiveness.
“SQREEM’s acquisition of TotallyAwesome perfectly aligns with our strategy of curating high value audiences without cookies, drawing on our 9+ years of experience in marketing to kids, teens and families – and our more recent 18+ audience offering. 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.” said Raja Kanniappan, CEO of TotallyAwesome.
GDPR-K and COPPA compliant, TotallyAwesome brings valuable assets to the partnership, including multi-channel contextual solutions, bespoke engagement strategies and content creation capabilities.
