4C is built on more than 30 years of computational science research by Founder and Chief Scientist Dr. Alok Choudhary at prestigious institutions such as Northwestern University. After applying advanced analytical models on complex topics such as astrophysics, weather prediction, and epidemic detection, Alok turned his algorithms to social media data to uncover detailed consumer behavior insights, planting the seeds for what would later become the 4C Insights Affinity Graph.
In 2011, Alok founded VoxSup to leverage his data science and build new technology for social advertising. In 2013, VoxSup acquired social intelligence platform The Echo System – after the partners met when one was upgraded to airplane seat 4C – to deliver enhanced insights for brands using social data. In 2014, VoxSup rebranded as 4C and launched a product using social data to improve TV advertising measurement and planning.
In 2015, we were the first company to offer self-serve software solutions for Pinterest and Instagram advertising on the same platform as Facebook, Twitter, and LinkedIn. We also introduced a TV verification product leveraging set-top box data.
Also in 2015, we acquired Teletrax from Civolution to create the most comprehensive global platform for multi-screen media. Teletrax boasts the world’s largest TV monitoring network with proprietary technology originally spun-off from Royal Philips Electronics.
In 2016, we bolstered our TV Synced Ads offering with bespoke solutions for two of the most shared media experiences – politics and sports. Later in the year, we launched a new Advertising Analytics product that helps marketers understand the impact of TV on social and vice versa using our unique combination of data. We also announced that 4C is rapidly developing solutions for Advanced TV and we’re proud to be a Snapchat Partner.
In 2017, we were named the top-ranked Cross-Channel Advertising Software by G2 Crowd and launched 4C TV to put all our data sets and workflow tools together for marketers to plan, measure, and buy linear television. We also surpassed the milestone of $1 billion in media spend running through our platform and partnered with Mediaocean to improve cross-channel marketing. In the fall, we launched the industry’s first self-serve programmatic television offering for national inventory with our partners NBCUniversal and Target.
2018 ushered in the unification of all 4C products into Scope, our industry’s only self-serve technology solution for audience intelligence, activation, and analytics across TV, digital, mobile, and social media. Later in the year we launched marketplaces for Audiences, Creative, and Measurement as well as added Amazon Advertising and 3 OTT partners to our sources of connected inventory.
This year, we introduced an audience-driven upfronts planning solution to optimize TV ad budgets and created Kinetiq, which combines iQ Media and Teletrax to form the world’s largest TV intelligence network.
To this day, we remain committed to helping brands prepare for the future of media while optimizing business outcomes today. Our self-service software equips marketers to win the epic battle for consumer attention across video-centric channels. With world-class clients and partners, as well as 5 patents protecting our innovations, 4C is leading the change the industry has been waiting for.