The video advertising platform Innovid is expanding its measurement and analytics business, and has tapped a former Nielsen executive to lead the company’s efforts in that area.
Innovid has named Jessica Hogue general manager of measurement and analytics for the company. Hogue had most recently been a senior vice president on Nielsen’s digital client solutions team.
In her new role, Hogue will be tasked with growing Innovid’s analytics and intelligence business, with a particular emphasis on open connected TV platforms. The company says CTV made up 28% of its business in 2018 (up from 17% a year prior), and that brands are increasingly demanding more consistent data across the video ecosystem.
“The exponential rise of CTV heralds new demands for intelligence across the video landscape, with more forthcoming analytics for CTV and premium video experiences,” says Zvika Netter, CEO and co-founder of Innovid. “[Hogue] will play a critical role in meeting this industry need as we expand and enrich our measurement and data management capabilities.”
The rise of CTV and emerging ad formats is likely to continue to play an increasing role at the network upfronts, which will be held next week. Large TV companies are increasingly supplementing their traditional sales pitches with new ad formats and a focus on targeting across platforms.