Innovid the First to Provide Granular Outcomes Measurement Across All DSP & SSP Ad Buys
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The introduction of publisher-level outcomes analysis by Innovid represents a significant advancement in the advertising technology sector. This granular approach to data analytics allows for a more precise assessment of advertising campaign performance. By enabling brands and agencies to compare results across DSP (Demand Side Platform) and SSP (Supply Side Platform) campaigns, Innovid is addressing a critical industry pain point: the challenge of siloed data and the lack of transparency in performance metrics.
From a market research perspective, the ability to discern which end publishers and sellers are driving performance can lead to more efficient allocation of advertising budgets. This optimization has the potential to cut waste, as advertisers can divert funds from underperforming channels to those that offer better ROI. In the context of an increasingly digital TV landscape, such insights are invaluable for maximizing the effectiveness of ad spend.
Moreover, the scale and automation of Innovid's ad server, processing a vast amount of impressions and data points, indicate a robust infrastructure capable of handling the complex needs of modern advertisers. This suggests that Innovid may be well-positioned to capture greater market share as demand for sophisticated ad measurement tools grows.
Innovid's announcement could have a positive impact on their financial performance, as the new offering may attract more clients seeking detailed analysis and optimization capabilities. The ability to provide a unique selling proposition – transparent, granular insights across the converged TV universe – may differentiate Innovid in a competitive market, potentially leading to increased market share and revenue.
Investors should monitor the adoption rate of InnovidXP and listen for feedback from early users to gauge the product's success and its impact on Innovid's financials. A successful rollout could lead to upward revisions in revenue forecasts and a more favorable view of Innovid's stock. However, it is also crucial to consider the costs associated with the development and maintenance of such a platform and whether these costs can be offset by the additional revenue generated.
Overall, while the immediate financial impact may not be clear, the strategic positioning and potential for increased client satisfaction and retention could contribute positively to Innovid's long-term financial health.
This development by Innovid underscores the growing importance of transparency and optimization in the advertising technology industry. The shift towards 100% digital TV advertising necessitates tools that can provide real-time, unbiased analysis for advertisers to optimize their campaigns effectively.
Understanding inventory performance, publisher-level impression details and device transparency is crucial for advertisers to navigate the complex landscape of digital advertising. InnovidXP's ability to deliver these insights in one platform can be a game-changer, as it simplifies the process of campaign optimization and enhances the decision-making process for advertisers.
The technical innovation behind processing and analyzing such a massive amount of data points to deliver actionable insights reflects the increasing sophistication in ad tech. These advancements are not only beneficial for Innovid's clients but also push the industry forward by setting new standards for what is expected from advertising measurement and optimization platforms.
Brands & Agencies Empowered to Understand the Combination of End Publishers & Sellers that Drove Performance
Insights Inform Optimizations to Cut Waste & Find the Most Effective Supply Paths
The addition of this breakout analysis within InnovidXP augments the previously provided DSP and SSP reach, frequency, and unique reach, and offers a new level of transparency and granularity for campaigns and performance-driven optimization. Advertisers ultimately benefit through increased visibility into inventory performance, publisher-level impression details, device transparency, and how their campaigns performed across all of their investment strategies. These additional insights allow advertisers to find the most effective supply paths to optimize campaigns and drive ROI.
“As TV becomes
Fueled by the scale and automation of Innovid’s ad server – which processes more than one billion video impressions and collects over six billion data points a day – InnovidXP delivers an unrivaled view of the converged TV universe and powerful, granular, always-on insights on all aspects of TV campaigns in one platform.
Robertson continued: “With so many ways to buy inventory, advertisers are challenged to understand where their ads landed, the outcomes they drove, and the performance of DSP and SSP partners. While most DSPs and SSPs provide measurement insights, there has never been a way to consistently compare them within a campaign. Now, with InnovidXP, brands and agencies get a chance to ‘see past their buys’ and start optimizing toward KPIs based on real-time, unbiased analysis.”
To learn more about InnovidXP, visit www.innovid.com.
About Innovid
Innovid (NYSE: CTV) powers advertising delivery, personalization, and measurement across connected TV, linear, and digital for the world’s largest brands. Through a global infrastructure that enables cross-platform ad serving, data-driven creative, and measurement, Innovid offers its clients always-on intelligence to optimize advertising investment across channels, platforms, screens, and devices. Innovid is an independent platform that leads the market in converged TV innovation, through proprietary technology and exclusive partnerships designed to reimagine TV advertising. Headquartered in
View source version on businesswire.com: https://www.businesswire.com/news/home/20240222194274/en/
Press
Caroline Yodice
cyodice@daddibrand.com
Megan Garnett Coyle
megan@innovid.com
Source: Innovid
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