In a bid to meet industry calls for a more transparent TV ad system, connected TV measurement platform Innovid has acquired TVSquared.
Innvoid and global measurement and attribution service TVSquared will merge to become a single ad server in a cash deal and stock transaction valued at $160m.
The deal creates a new system for cross-platform measurement that Innvoid hopes can cater to TV advertisers looking for an alternative to Nielsen, which had its accreditation pulled last year for undercounting viewers.
Zvika Netter, the chief executive officer and co-founder of Innovid, said her ambition is to provide the “most complete view of the total TV and digital universe through a scalable, currency-grade measurement platform“.
The joint business will offer ad serving, personalization tools and audience measurement that reports reach and frequency in linear and digital TV.
The deal also enables Innovid to have a global reach, as TVSquared has brands, agencies, publishers and broadcasters in every continent. “As the market demands greater accountability, Innovid and TVSquared are reimagining the future of cross-platform TV measurement together,“ Netter added.
Calum Smeaton, the founder of TVSquared, will step down as chief executive officer but stay within the business to facilitate the merger. Jo Kinsella, president of TVSquared, will join the Innovid C-suite and lead the new measurement business.
Smeaton said: “Joining forces establishes a cross-platform measurement solution that maps one of the largest datasets of audiences, homes and devices, at scale, across linear, CTV and digital video.”
The acquisition comes in the back of Innvoid teaming up with Integral Ad Science to improve measurement and fraud mitigation.