Innovid Completes Its TV Measurement Company Acquisition


One month ago, Connected TV advertising and measurement platform Innovid struck a deal to acquire television measurement company.

The acquisition has just closed, and creates what Innovid calls “an end-to-end, independent TV measurement alternative that brings together streaming and linear television.” As such, founder and CEO Calum Smeaton is transitioning to a strategy role in support of the integration between the company — TVSquared — and Innovid.

For TVSquared President Jo Kinsella, leading the measurement business at Innovid is Job One.

So is making Innovid’s “Nielsen’s newest competitor.”

“We believe the combination of independent global ad serving and cross-platform measurement sits at the heart of solving TV measurement’s biggest challenges,” said Zvika Netter, CEO and Co-founder at Innovid. “We’ve spent over a decade building foundational ad delivery and personalization technology to power TV across channels and devices. Now, together with TVSquared by Innovid, we provide advertisers a complete view of the total TV and digital universe through a scalable, currency-grade measurement platform.”

Under the terms of the agreement, Innovid acquired TVSquared for $100 million in cash and 12.5 million in Innovid stock. Shares were at $3.85 as of 10am Eastern on March 3.