The new company will combine Teletrax, 4C’s broadcast monitoring and verification tool, and iQ Media, offering paid and earned media measurement and monitoring on a local, national and global level.

Kinetiq’s services will include watermarking services to offer insights on where and when TV content is being watched, a catalogue of ads, and advanced audience segments.

Led by iQ Media chief executive Kevin Kohn, Kinetiq will have US headquarters in Philadelphia, Pennsylvania, and European headquarters in Eindhoven, the Netherlands. Existing investors from the two firms, including Jump Capital, Edison Partners, GMH, Kayne Capital and Civolution, will remain involved in the new company’s leadership.

The board of directors is comprised of Kohn, 4C’s Alok Choudhary, Kelly Ford of Edison Partners and Sach Chitnis of Jump Capital.

Kinetiq’s clients include Mercedes-Benz, Fox Broadcasting Company and Google.

Kevin Kohn, chief executive of Kinetiq, said: “As advertisers and agencies evolve their paid TV strategies to include earned media and brand sponsorship, Kinetiq is 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.”