Ad tech company, Freespee, has moved its headquarters away from Sweden, where the company originated, to fresh new digs in the UK.

The change in location was brought about after new investment from London-based European technology executive, René Rechtman, who will be joining Freespee’s board of directors.

Rechtman will be bringing fellow BeOn employee and ex-Tradedoubler man, Thomas Sevège, with him to the pay-per-call firm. Sevège is set to take the role of chief commercial officer.

Incorporating programmatic buying

Traditionally a provider of pay-per-call solutions, Freespee is currently looking to capitalise on the trend for programmatic media buying by applying this concept with its own technology, and it is this that attracted Sevège.

“I took this job because Freespee’s software as a service is eliminating the guesswork in ad placement for services with local offices, like insurance, education, finance, health, beauty, travel, telecom and other utilities,” Sevège said.

“Using Freespee, brand marketers and their agencies can analyse and link back calls coming from online and mobile audiences to where on the web they came from. That’s crucial data that those advertisers need and want today.”

Founded in 2009 by Carl Holmquist and Tobias Lindgren, Freespee is now focusing its operations out of the Rainmaking Loft in St Katharine’s Docks, London, after a successful revamp of the pay-per-call platform, logo and website earlier this year.