Advertising delivery and measurement platform TVSquared has been acquired by Innovid in a deal worth around $160 million. The company claims to deliver TV ad measurement and attribution from more than 100 million households globally across more than 75 CTV platforms. (Adweek)
Innovid, which began building its measurement capabilities more than two years ago, said the deal will help it tell marketers more about their TV advertising, whether audiences watch in traditional linear fashion or through streaming—and include data on outcomes such as car sales or app downloads after consumers viewed a commercial. (WSJ / CMO Today)
TVSquared founder and CEO Calum Smeaton will step down and take on a strategy role to support the integration with Innovid, according to a press release. TVSquared president Jo Kinsella will join Innovid’s executive team. (Axios)