Innovid Expands IAS Integration To Include CTV Measurement

Television advertising and analytics platform Innovid announced that it has expanded its integration with Integral Ad Science to include connected TV (CTV).

Innovid originally developed an API-based server-to-server solution with IAS in 2016 to bypass manual tag wrapping while enabling monitoring and real-time ad blocking for video.

No manual tagging allows for faster campaign launches across more devices and inventory types of Innovid’s publisher partners, according to Innovid.

The solution offers clients access to reporting based on IAS metrics for invalid traffic across desktop, in-app and now CTV, as well as performance data such as video quartiles, completion rates, and viewability.

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