• by Karlene Lukovitz  @KLmarketdaily, June 15, 2022

After acquiring TVSquared last quarter, Innovid has launched a unified, cross-platform TV measurement solution with integrated ad-serving data and creative personalization.

Called InnovidXP, the tag-free platform is powered by a billion impressions delivered daily to over 95 million households, according to the company. The impressions data is tied to an ad-serving footprint representing 88% of U.S. CTV homes, and integrated with creative personalization technology.

The solution enables measurement and management of linear and connected TV, including counting, attributing and analyzing reach and outcomes and a numerous other KPIs, including creative performance, per Innovid.

Cross-platform TV measurement powered by ad-serving technology addresses “a big gap for advertisers in the converged TV marketplace,” Celeste Castle, Dentsu executive vice president head of research and measurement, said in the announcement.