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Future of TV Brand Strategy Data & Privacy

Innovid ready to take on Nielsen with its new measurement solution


By Hannah Bowler | Senior Reporter

June 15, 2022 | 3 min read

Connected TV (CTV) measurement firm Innovid has unveiled its cross-platform solution to rival Nielsen following its acquisition of TVSquared.

Measuring tapes

Innovid and TVSquared are rolling out a cross-platform measurement system

Six months after Innovid brought fellow measurement firm TVSquared, the two companies have launched InnovidXP, which enables advertisers to manage linear and CTV campaigns across all platforms.

What differentiates InnovidXP is that the data is collected by ad servers, not panels like with Nielsen and Barb. According to Celeste Castle, executive vice-president and head of research and measurement at Dentsu, the solution “addresses a big gap for advertisers in the converged TV marketplace.”

The new system has been created in response to industry calls for a more transparent system after Nielsen had its accreditation stripped for inaccuracy accusations. “Advertisers have long called for an independent measurement solution that can provide a unified, consistent, cross-platform view of advertising, alongside meaningful, actionable metrics,” said Jo Kinsella, president, TVSquared. “InnovidXP has answered that call.”

Covering 88% of US CTV households, InnovidXP can track over 1 billion TV impressions every day. It combines ad serving data and creative personalization, and offers a unified view of TV campaigns. Brands can use the tech to measure reach, frequency and performance outcomes across platforms, as well as lower-funnel metrics for both online and offline activities.

InnvoidXP features

  • A unified view of TV campaigns, providing consistent audience measurement, reach extension and performance outcomes

  • Automated, secure, tag-free process for onboarding brands at scale

  • Cross-platform analytics to inform audience intelligence, creative and outcomes optimizations

  • Person-level data, including coverage across all 210 DMAs – local, national and global coverage in a single platform

“It’s about finding the right data, creatives, investments and video mixes to effectively and efficiently reach audiences that are dispersing across platforms, channels and screens. 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,” Castle added.

Future of TV Brand Strategy Data & Privacy

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