Ad Signal, a specialist provider of video content management solutions, has announced a major expansion following record growth, with revenues topping £1 million.  

The York-based company, founded by tech industry veteran Tom Dunning, has also seen its headcount jump from 15 to 26 full-time staff, with plans for additional key hires in the next year.

Senior figures recently joining the business include Roisi Proven, formerly of Altmetric, who joins as chief product officer. Major customer wins include Clearcast, which works with many major broadcasters including Channel 4, Sky and ITV.

Ad Signal has two flagship products, Match and Assure.

Match helps content owners increase productivity by reducing the time it takes to find required assets as well as reducing cost & carbon. The platform rapidly identifies duplicate copies of video, image, and audio files so that only unique versions remain.

The Assure product tracks content playing on linear TV in near-real time (two minutes after the content has played) compared to the current industry approach which takes eight days. Agencies and brands want this data quickly to react to issues and optimise their campaigns.

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Ad Signal is also committed to sustainability, regularly reminding the industry that 2.3% of global CO2 emissions are estimated to be generated by data centres and network traffic, and of that traffic 70% is estimated to be video. This output makes network traffic responsible for roughly the same amount of CO2 emissions as the global aviation industry.

If every video content provider were to adopt Ad Signal’s Match and Compose products, the company believes that the efficiencies realised would reduce those emissions from 2.3% to 0.5%, while also making it commercially beneficial to do so.

“It’s been an incredible journey so far and with record revenues and an increased headcount, our team is ready to continue delivering sustainable growth as we take our business to the next level,” said Dunning.

“With growing volumes of video content, many broadcasters lack the tools to manage these materials effectively. Additionally, the increased use of data centres will leave many organisations looking for fresh solutions to reduce emissions and operate more effectively. 

“AI optimisation should be top of mind for all organisations, improving their operations while simultaneously limiting negative carbon impact.”

The news comes ahead of the launch of Compose in early next year, a product capable of reducing the cost and carbon of archive content storage or CDN by up to 75%. Compose will work hand in hand with Match, producing IMF video formats from traditional versions to deliver cost and carbon savings.

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