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Future of TV Adtech Data & Privacy

Innovid strikes more adtech deals to dominate CTV measurement space


By Hannah Bowler | Senior Reporter

December 8, 2022 | 4 min read

Global adtech firm ramps up its measurement arsenal by partnering with Kinetiq, one month after striking deal with The Trade Desk.

Innovid integrates Kinetiq ad exposure data

Innovid integrates Kinetiq ad exposure data / Pexels

Innovid has bolstered its cross-platform TV data by integrating with ad exposure tracker Kinetiq.

Kinetiq is a company that captures all TV exposure in real-time across paid, earned and owned media. The partnership sees Innovid plug Kinetiq’s data into its fledgling InnovidXP CTV measurement platform.

The deal means InnovidXP customers will be able to track ad exposure on local linear and national TV channels, as well as CTV ad impressions. It would cover over 1,400 channels in 250 US media markets and 85 countries.

The new data is said to complement InnovidXP’s automated and tag-free process for capturing CTV ads airing across 95m+ households.

President of InnovidXP, Jo Kinsella, said the integration with Kinetiq is another step forward to providing advanced, always-on measurement for linear and online TV.

“Kinetiq’s real-time linear data powers actionable insights and its local and national linear coverage expands InnovidXP’s footprint across the converged TV ecosystem in a way that makes it fast and simple for advertisers to achieve cross-platform TV analytics,” she said.

It’s the latest tie-up for InnovidXP, which recently partnered with The Trade Desk to add incremental reach to its measurement capabilities. The platform launched in June and is positioned as the first unified, global, cross-platform solution and heralded as an alternative to Nielsen.

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