Advanced Television

Innovid reports surge in measurement business

September 1, 2022

Innovid, the advertising platform for delivery, personalisation and measurement of converged TV across linear, Connected TV (CTV) and digital, has revealed that its measurement solutions accounted for 22 per cent of its $33.1 million (€33m) total Q2 revenue, highlighting the company’s commitment to meeting the current and future needs of advertisers in an increasingly converged TV environment.

“Right now, the entire TV industry is undergoing a transformation – a quest for better metrics and measurement that brings linear TV and streaming together,” said Jo Kinsella, President, InnovidXP. “At Innovid, our foundation in ad serving gives us a critical edge in addressing that gap and helping advertisers understand campaign reach and performance. We have the certifications and scale to deliver and measure ads everywhere – all through an all in one, unified platform that creates the most complete picture of advertising and audiences across the converged TV ecosystem.”

Innovid’s measurement growth is being driven by the adoption of cross-platform TV analytics from both the buy-and sell-side, including cable and broadcast groups, and national and global advertisers that span QSR, CPG, technology and B2B commerce.

Innovid’s measurement growth was also driven by a commitment to continued measurement innovation. According to the company, as advertisers prioritise cost optimisation during times of economic uncertainty, they need a simple, scalable, independent, and actionable view of their media investments – whether they buy direct, programmatically, or both – across all forms of TV.

In March 2022, Innovid successfully completed the acquisition of global TV measurement and attribution platform, TVSquared. Following the deal’s close, the acquisition came to life through the June launch of Innovid’s brand-new unified measurement platform for converged TV, InnovidXP.

“We achieved a critical milestone in our mission to fulfil the future of TV measurement with the launch of InnovidXP, which is uniquely positioned to deliver the audience insights and performance metrics that advertisers need in a converged TV marketplace,” added Kinsella.

Driven by over one billion TV impressions processed daily and delivered to more than 95 million households, the company says that InnovidXP is the first global, unified cross-platform measurement solution directly integrated with ad serving data and creative personalisation.

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