Innovid launches new measurement solution for converged TV

Online adtech company Innovid has announced the launch of its measurement platform for converged TV.

The platform, InnovidXP, is said to be “the first unified cross-platform solution directly integrated with ad serving data and creative personalisation.” InnovidXP is a cross-platform, tag-free measurement solution, powered by currency-grade impression data tied to an ad serving footprint representing 88% of US CTV homes.

The company said that brands can use the tech to measure and manage linear and CTV advertising across every platform including walled gardens. It includes features such as a unified view of converged TV campaigns, automated onboarding at scale, cross-platform analytics and local, national and global coverage. 

Jo Kinsella, president, TVSquared by Innovid, said: “Advertisers have long called for an independent measurement solution that can provide a unified, consistent, cross-platform view of advertising, alongside meaningful, actionable metrics. InnovidXP has answered that call.”

One company signed up as an early adopter of the tech is Japanese international advertising and public relations joint stock company. The firm’s EVP head of research Celeste Castle said: “Cross-platform TV measurement powered by ad serving technology seamlessly creates the most complete picture of the TV ecosystem, addressing a big gap for advertisers in the converged TV marketplace. 

“Empowering our clients with transparent, consistent and reliable measurement insights across linear and CTV plays a vital role in the growth of the total video marketplace.”