Innovid Completes $160 Million Acquisition of TVSquared

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Combined companies offer cross-platform TV measurement and attribution

Innovid said it completed its previously announced acquisition of measurement company TVSquared.

Innovid mrc

(Image credit: Innovid)

The price tag was about $160 million, with $100 million in cash and 12.5 million shares of Innovid stock.

“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, 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.” Innovid previously said that TVSquared president Jo Kinsella would lead Innovid's measurement business after the closing. 

Also: Mondelez Picks Innovid To Create Personalized Creative

Innovid said the combined companies will offer cross-platform measurement and attribution -– from reach, frequency and unique unduplicated reach, to offline and online outcomes -– across devices and publishers, including walled gardens, a large-scale, independent platform for cross-channel ad delivery, creative personalization and measurement across the TV and digital universe and real-time, always-on analysis built on enterprise-grade software covering a global footprint of impressions and conversions. ■

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.