Connected TV advertising platform Innovid has acquired TV measurement and attribution platform TVSquared in a cash and stock transaction valued at approximately $160m.
The deal should establish a new standard for cross-platform measurement, powered by the scale and automation of an independent global advert server.
Zvika Netter, co-founder and chief executive of New York-based Innovid explained: “We will accelerate and broaden our scope globally, as brands, agencies, publishers, and broadcasters on six continents rely on TVSquared to maximise reach, identify the right audiences and drive business growth with TV.”
