The product, a complement to the company's social offerings, is a self-service portal that lets 4C clients sync campaigns programmatically across TV, digital and mobile.
Users can "trigger ads within seconds of TV occurrences and choose any time duration for ads to run," according to 4C.
TV Synced Ads, powered by Teletrax, was built into the 4C Social Ads platform in September 2015.
Yesterday's announcement adds display and search campaign management for TV syncing.
Lance Neuhauser, CEO of 4C, said in an email that ads could be
triggered when a certain program airs or even during live TV moments, like when a touchdown is scored or Best Picture is awarded at the Oscars.
Here are some uses, according to 4C's site. Users can pair ads across screens (surrounding customers); "conquest" competitors by syncing ads with theirs; capitalize on live event moments; and continuously run second-screen ads targeted to specific TV programs or audience blocks.
The company acquired Teletrax, a TV analytics firm, last year.