Marketing technology company 4C Insights has acquired a stake in iQ Media, a TV intelligence firm, leading to the creation of a joint entity which combines 4C’s Teletrax and iQ Media. The TV intelligence network, called ‘Kinetiq’, will offer paid and earned media measurement, monitoring, and signalling.

Kinetiq’s combined TV intelligence network aims to enable broadcasters, brands, agencies, and software partners to evaluate and measure TV and video with the same speed, accuracy and agility as digital.

“Bringing together iQ Media and Teletrax creates powerful new solutions for the industry and efficiencies of scale for the company,” said Lance Neuhauser, CEO of 4C. “We’re excited to leverage the unmatched strength of Kinetiq’s global TV intelligence network to fuel the media analytics available to brands through the Scope by 4C platform.”

The network will operate globally with a US headquarters in Philadelphia, Pennsylvania and a European headquarters in Eindhoven, Netherlands. Kevin Kohn, CEO of iQ Media, will serve as CEO of Kinetiq, while existing investors from both sides – Jump Capital, Edison Partners, GMH, Kayne Capital, and Civolution – will remain involved.

“Historically, TV attribution has been limited to paid advertising, overlooking the impact and return on brand exposure within the content—where audiences are most engaged,” said Kohn. “As advertisers and agencies evolve their paid TV strategies to include earned media and brand sponsorship, Kinetiq is uniquely positioned to help quantify the true return on these investments. We are thrilled to join forces with the talented team operating Teletrax to make this a reality.”