TVSquared, TV performance analytics and optimisation specialist, has opened TVSquared Latin America. The Miami-based offices will support the world’s fourth-largest advertising market, which accounts for more than $28 billion in annual TV spend.

Calum Smeaton, CEO and founder, TVSquared, commented: “While the role of TV is strong in Latin America, the use of real-time TV attribution and optimisation is still in its early stages throughout the region. Our Latin American customer base is spearheading the use of TV for performance – leveraging the channel as a primary driver of immediate, digital response. Through our ADvantage platform, these brands and agencies are now measuring and optimising TV just like digital.”

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