Innovid and TVSquared, two companies focused on measuring linear TV and streaming, are merging in a $160 million deal aimed at providing a larger-scale alternative to Nielsen.Innovid, whose shares trade on the New York Stock Exchange, is a connected TV advertising delivery and measurement platform.
TVSquared is a privately held measurement and attribution platform for converged TV. The companies expect the cash-and-stock deal to close at the end of the second quarter.The entire media marketplace is in a dynamic state given a number of factors, including Nielsen’s recent wobbles.
While it remains the dominant provider of measurement, the company has conceded it under-counted linear and streaming audiences in 2020 and 2021.
As companies emphasize streaming, which is largely viewed on demand rather than in live, linear fashion, the traditional reliance on age and gender ratings is being widely reconsidered.
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