Singapore-based SQREEM Technologies has acquired TotallyAwesome, a youth-oriented specialist marketing and media platform also based in Singapore.

TotallyAwesome's reach of over 900 million users and human-curated whitelists will be integrated with SQREEM's proprietary AI technology. The merger aims to produce enhanced, precision-targeted web environments for young users and their families, increasing safety in ad placements.

SQREEM and TotallyAwesome together will form the largest behaviour audience repository on the planet, reaching over 2.4 billion consumers in 80 countries. This acquisition marks a 400% growth for SQREEM over the past three years, fuelled by the company's recent acquisitions.

CEO of SQREEM, Ian Chapman-Banks, said: “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."

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.

CEO of TotallyAwesome, Raja Kanniappan, said: “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.”