In Latest Effort To Challenge Nielsen Amid Streaming Boom, Innovid To Acquire TVSquared For $160 Million
07.02.2022 - 17:25
/ deadline.com
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. Nielsen itself is planning a new product offering designed to provide a more comprehensive look at viewing: Nielsen One, which will debut by the end of this year.
Along with the merger announcement, Innovid provided a preliminary report of its fourth-quarter and full 2021 financial performance. The company said it expects revenue for the full year to come in at $89 million to $90 million, which would be up at least 30% from 2020. TVSquared, meanwhile, expects total preliminary revenue for 2021 of between $20 million and $22 million. Final results will be released on February 24.
“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,” said Zvika Netter, CEO and Co-Founder of Innovid. “Additionally, we immediately
The website popstar.one is an aggregator of news from open sources. The source is indicated at the beginning and at the end of the announcement. You can
send a complaint on the news if you find it unreliable.