Israeli connected TV advertising delivery and measurement platform Innovid announced this week the acquisition of Scottish company TVSquared Ltd, an independent global measurement and attribution platform for converged TV, according to Globes financial news and the company's press release.
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The purchase price is valued at around $160 million, including $100 million in cash and additional stock considerations.
"In acquiring TVSquared, we aim to provide the most complete view of the total TV and digital universe through a scalable, currency-grade measurement platform," Zvika Netter, CEO and co-Founder of Innovid, said. "Additionally, we immediately accelerate and broaden our scope globally, as brands, agencies, publishers, and broadcasters on six continents rely on TVSquared to maximize reach, identify the right audiences and drive business growth with TV. As the market demands greater accountability, Innovid and TVSquared are reimagining the future of cross-platform TV measurement together."
