Connected-TV Ad Platform Innovid to Acquire TVSquared for $160 Million
variety.comTodd Spangler NY Digital EditorConsolidation in the video ad-tech space continues apace: Innovid, a provider of connected-TV advertising delivery and measurement, announced plans to buy media-attribution firm TVSquared for $160 million.TVSquared tracks response to TV and digital video advertising to try to determine the effectiveness of marketing spend.
The Edinburgh, Scotland-based company’s clients and partners include NBCUniversal, Roku, Sky, Hulu, Tegna, Tubi and Comcast’s FreeWheel.
TVSquard claims it tracks more than 100 million households globally and more than 75 connected-TV platforms.According to Innovid, the addition of TVSquared will let it establish a new “currency-grade standard for cross-platform measurement” of advertising.
The $160 million purchase price consists of $100 million in cash and $60 million in stock consideration. Innovid expects the TVSquared acquisition to close by the end of Q2 2022, subject to usual closing conditions.
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