Innovid unveils new cross-platform audience measurement product

Connected TV advertising platform Innovid launched today a cross-platform audience measurement solution known as InnovidXP. Boasting impressions data tied to about 95 million U.S. households, Innovid claims its product offers a unified view of converged TV ad campaigns.

Brands can use InnovidXP to access household and person-level data across all 210 Designated Market Areas (DMAs) in North America. Among other technical features, the platform provides a tag-free process for onboarding brands at scale as well as coverage on the local, national and global levels.

Cross-platform measurement can help advertisers address a gap in the converged TV market, according to Celeste Castle, EVP of research and measurement at Dentsu, a Japanese marketing company.

“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,” Castle said in a statement. “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.”

InnovidXP was unveiled only a few months after Innovid purchased video ad measurement and attribution platform TVSquared for $160 million.

“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,” said Jo Kinsella, president of TVSquared by Innovid, in a statement.

Innovid’s TVSquared acquisition is indicative of the advertising market’s trend to seek alternative audience measurement currencies – especially after Nielsen lost its industry accreditations last September.

Media companies are ramping up their alternative measuring partnerships. Comcast’s Effectv inked a partnership in April with Comscore for its local TV measurement. Around that same period, TiVo renewed its data licensing partnership with VideoAmp through the end of 2026.

In other news related to audience measurement, Innovid in May released its Global Benchmarks report, highlighting connected TV ads made up 46% of all video ad impressions in 2021. While mobile video impressions dropped last year to 39% globally.