Innovid – a CTV ad delivery and measurement platform – has launched its new cross-platform measurement solution, Innovid XP. Brands will be able to use the platform to measure and manage linear and CTV advertising, “counting, attributing and analysing reach and outcomes at scale, across every platform.” The company says this is the first solution of its kind to be integrated directly with ad serving data and creative personalisation.
The measurement platform is driven by over one billion TV impressions (delivered to more than 95 million households) which are processed daily. The “currency-grade” impression data processed by the solution is linked to an ad serving footprint that represents 88% of U.S. CTV homes, according to Innovid.
InnovidXP measures a range of KPIs to help brands achieve their reach and performance objectives across all advertising categories. Metrics include audience reach and frequency, as well as creative performance, and lower-funnel metrics linked to both online and offline activities. The company also emphasises that the solution has an automated and secure, tag-free process for onboarding brands at scale.
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.”
The launch of InnovidXP comes a few months after the company’s acquisition of TVSquared.