CTV ad tech business Innovid has announced a deal to buy TV measurement and attribution specialist TVSquared for $160 million. Innovid says the deal will create an end-to-end measurement business which will be well positioned to challenge embattled measurement leader Nielsen in the US.
TVSquared launched in 2012 with the aim of bringing performance insights to linear TV advertising. Nowadays the company measures impressions, reach, and outcomes across linear and digital TV. The company has established itself as a specialist in attribution, and is often used as a complement to Nielsen’s ratings for TV buyers.
TVSquared’s strength in linear TV will complement Innovid’s product, which provides ad delivery and measurement specifically in CTV environments. And it seems as though Innovid will pitch its bolstered measurement offering as a primary currency for TV advertisers to trade on, usable as a substitute for Nielsen ratings rather than just a compliment. In a statement announcing the deal, Innovid said its combination with TVSquared creates a “currency-grade standard for cross-platform measurement, powered by the scale and automation of an independent global ad server”.
“In acquiring TVSquared, we aim to provide the most complete view of the total TV and digital universe through a scalable, currency-grade measurement platform,” said Zvika Netter, CEO and co-founder of Innovid. “Additionally, we immediately accelerate and broaden our scope globally, as brands, agencies, publishers, and broadcasters on six continents rely on TVSquared to maximize reach, identify the right audiences and drive business growth with TV. As the market demands greater accountability, Innovid and TVSquared are reimagining the future of cross-platform TV measurement together.”
The deal is expected to close later this year. Upon closing Callum Smeaton, CEO and founder of TVSquared, will step down from his position, to take on a strategy role in support of the integration with Innovid. Meanwhile Jo Kinsella, president of TVSquared, will join Innovid’s executive team alongside leading the measurement business.