Innovid (NYSE: CTV), an independent connected TV (CTV) advertising delivery and measurement platform, ia to acquire TVSquared, an independent global measurement and attribution platform for converged TV, in a cash and stock transaction valued at approximately USD160 million.
With the industry calling for a more transparent and accountable TV ecosystem, the deal establishes a new currency-grade standard for cross-platform measurement, powered by the scale and automation of an independent global ad server.
Upon closing, Calum Smeaton will be stepping down as TVSquared CEO to take on a strategy role in support of the integration with Innovid. TVSquared’s president, Kinsella, who has been with the company almost since its inception will join the Innovid executive team, reporting into Netter and leading the measurement business.
The TVSquared acquisition is expected to close by the end of Innovid’s fiscal second quarter, subject to customary closing conditions.
