The Dublin-based adtech start-up TvadSync has been chosen to take part in the Foundry50 at the Cannes Lions in the south of France next week.

Foundry50 is a global programme set up by Unilever to identify new marketing technology companies, some of which will go on and work with different Unilever brands. Set up in 2014 it Foundry50 has looked over 3,000 companies since it was set up and is currently working with over 60 companies at present.

Set up by founders Ronan Higgins and Peter Oonk, TvadSync enables a new form of programmatic buying for marketers and media buyers that captures consumers on second screen devices such as smartphones and tablets at the same time they are exposed to TV advertising.

The company’s platform works by interfacing intelligently with demand-side platforms (DSPs) that enable the buying of advertising inventory in real-time. The company’s technology is already being used by a number of Dublin-based media agencies including GroupM, Core Media, and Omnicom.