Innovid announces granular ad performance measurement across DSPs and SSPs

Innovid (NYSE: CTV) this week announced a new capability within its analytics suite. Innovid now offers publisher-level outcomes analysis for campaigns running through demand-side platforms (DSPs) and supply-side platforms (SSPs).

Innovid
Innovid

Innovid (NYSE: CTV) this week announced a new capability within its analytics suite. Innovid now offers publisher-level outcomes analysis for campaigns running through demand-side platforms (DSPs) and supply-side platforms (SSPs).

This capability provides brands and agencies with increased transparency into their media buys. Advertisers can now compare performance across different media sources with a granular, unbiased view.

Key Benefits for Advertisers:

  • Data-driven campaign optimization: Advertisers can identify specific publishers and sellers impacting campaign performance.
  • Efficient media spend: Increased transparency enables optimization towards the most effective supply paths, improving ROI.
  • Waste reduction: Granular analytics aid in identifying underperforming media sources.

“As TV becomes 100% digital, a new world of transparent measurement is opening up across the advertising ecosystem, allowing buyers and sellers to identify optimizations and improve efficiency to decrease waste and strengthen performance,” said Blair Robertson, Head of Product Strategy, Innovid. “With InnovidXP, advertisers can optimize every part of their investment.”

InnovidXP's enhanced analysis offers additional insights beyond the standard metrics of reach and frequency. Powered by Innovid's ad server technology, InnovidXP delivers actionable data on all aspects of TV campaigns.

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