Tie-up aims to deliver targeted insights to advertisers running CTV campaigns, including reach comparisons between different publishers.?
The fragmented world of connected TV (CTV) viewing is set to be glued back together thanks to a new measurement partnership in the US, UK and Germany.
Advertising platform Innovid has teamed up with adtech provider The Trade Desk to usher in a new era of incremental reach analysis for the sector.
The tie-up combines the expertise of both parties in personalization and measurement to deliver targeted insights to advertisers running CTV campaigns, including reach comparisons between different publishers. In this way, marketers will be able to hone their campaigns at a household level.
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Jo Kinsella, president of InnovidXP, said: “Incremental reach is both a top priority and a top metric for buyers globally and, together with The Trade Desk, we are making it accessible, consistent and automated, ensuring that advertisers have the insights to effectively reach audiences across all forms of TV. As audiences continue to disperse, these insights are invaluable to strengthen TV’s total impact – continuously informing linear and CTV media investments, optimizing buys, deduplicating audiences and finding more opportunities to extend cross-platform reach.”
Steve Martin, vice-president of data partnerships for EMEA and APAC at The Trade Desk, added: “As CTV adoption steadily increases across the globe, we are making incremental reach analysis available to advertisers that have audiences fragmented across channels and screens. Directly within our platform, selected advertisers can now activate Innovid’s always-on, automated measurement platform to ensure they reach the right audiences on the channels where they are actually watching their favorite TV content.”
Expansion of the service to The Trade Desk clients across Europe and Australia is expected next year.
InnovidXP is Innovid’s wonder weapon designed to dethrone Nielsen in the measurement space by enabling advertisers to manage linear and CTV campaigns across all platforms.