Innovid Launches Cookieless Cross-Device Solution

US-based online video ad and analytics tech firm Innovid has launched a cookieless cross-device solution called Innovid Key, which maps consumer behavior without resorting to methods like browser fingerprinting.

Innovid's platform is used for personalization and measurement of converged TV across linear, CTV, and digital. Last year, the firm 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'.

The new Innovid Key enables advertisers to track conversions on second screens from CTV campaigns, without violating consumer privacy. Powered by the company's identity framework, Innovid Key matches multiple devices to user interactions to enable marketers to maintain a 'transparent and cohesive' understanding of the actions their current or potential customers are taking across all devices.

Dale Older (pictured), Chief Product Officer, comments: 'Traditional methods of tracking audience behavior leave actions isolated to the devices they originated in, providing an incomplete picture of the customer journey and the risk of losing valuable conversion traffic with only a partial view of campaign effectiveness. With Innovid's cross-device conversion reporting, advertisers can gauge the impact and effectiveness of their CTV campaigns, attributing views directly to site activity and justifying the growing investment of ad dollars. Now, marketers can match events that a household did across different devices in a cookieless, privacy-compliant manner, resulting in a more accurate conversion rate.'

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.