Innovid Unveils Cross-Media Ad Solution

CTV advertising delivery and measurement platform Innovid has launched InnovidXP, building on its acquisition of measurement and attribution specialist TVSquared and described as 'the first unified cross-platform solution directly integrated with ad serving data and creative personalization'.

Innovid, which helps clients to stream, personalize and measure connected TV (CTV) advertising, and is accredited by MRC, added linear and digital TV capabilities when it acquired TVSquared in February for $100m in cash and approximately $60m in stock. Headquartered in New York City, Innovid has added offices in Japan, expanded across the DACH region and made a number of acquisitions. A year ago, an IPO announcement valued the company at around $1.3bn.

The new InnovidXP platform taps more than one billion TV impressions each day, delivered to more than 95 million households. The tag-free measurement solution combines robust impression data with an ad serving footprint representing 88% of U.S. CTV homes, along with creative personalization technology. Users can measure and manage linear and CTV advertising - counting, attributing and analyzing reach and outcomes at scale in a unified view across all platforms. Analytics include a broad set of KPIs allowing clients to measure and evaluate both media and creative performance at the local, national or global level.

Jo Kinsella (pictured), President of TVSquared by Innovid, comments: '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'.

Web site: www.innovid.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.