• Innovid, an independent Connected TV (CTV) ad serving platform, announced that it has acquired TVSquared, an ad measurement and attribution platform for both linear TV and CTV for  ~USD 160 million. 

• Innovid claims that the acquisition would result in a more complete suite of solutions for display-based advertising. In addition, the acquisition broadens Innovid’s user base by adding 70+ publishers and 20+ brands which include Audi, hulu, The trade Desk, Roku, and MediaMath.  

• Innovid specializes in CTV advertising across 25+ devices, providing solutions for ad serving, ad personalization, ad measurement and attribution solutions. As of February 2022, Innovid had 100+ core clients, including Honda, Whirlpool, General Motors, Anheuser-Busch. Innovid was publicly listed in December 2021 and was valued at USD 1.3 billion.   

<ul><li>Analyst QuickTake: The acquisition of TVSquared by Innovid is part of a growing list of acquisitions taking place in the CTV space. Other recent examples include Simpli.fi’s acquisition of Coremedia (ad marketplace specializing in CTV) and the acquisition of LoopMe (mobile and CTV AdTech platform) by Mayfair equity partners. This may be a reflection of the high growth potential expected for the segment; as households transition from linear TV to digital media channels such as CTV, the potential to serve targeted and personalized ads grows. Hence, firms such as Innovid that specialize in CTV advertising may be well positioned to capitalize on this growth.  </ul>