Two mid-size cross-platform measurement companies -- Innovid and TVSquared -- are combining in a $160 million cash-and-stock deal.

The companies say the deal, in which Innovid will buy TVSquared, will expand the "independent currency-grade measurement platform across TV, CTV & digital."

Innovid projected that full-year 2021 is estimated to be up 30% to 31% to between $89 million and $90 million. Core clients in the year grew to 109, from 95.

TVSquared is estimated to have preliminary 2021 revenue of between $20 million and $22 million.

Zvika Netter, chief executive officer and co-founder of Innovid, says the deal will provide "a complete view of the total TV and digital universe."

The combined company would continue to build on its measurement of billions of impressions events daily, as well as ad serving, creative personalization and optimization, outcomes and audience measurement -- including reach, frequency and unique unduplicated reach.

Upon the closing of the deal, Calum Smeaton, CEO and founder, TVSquared, will be stepping down as TVSquared chief executive officer and will take a position at Innovid. Jo Kinsella, president, TVSquared, will do the same.

Smeaton says the expanded company will be “one of the largest datasets of audiences, homes, and devices, at scale, across linear, CTV, and digital video.”

In its effort to find a new cross-platform media currency, NBCU has put out a call over the last several months to more a hundred measurement companies with a diversity of capabilities.

TVSquared is being considered for “currency contenders” for audience measurement, as well as incrementality measurement and multi-touch attribution.

Innovid is being considered for media planning and optimization, TV monitoring/ad catalog, and video ad-server functions.

In September 2021, Innovid announced it had expanded its integration with Integral Ad Science to include connected TV.