• by Karlene Lukovitz  @KLmarketdaily, November 8, 2022

The Trade Desk (TTD) has integrated Innovid’s converged TV advertising measurement capabilities for use by TTD’s clients based in the U.K. and Germany. 

The agreement — which extends the companies’ existing business relationship in the U.S. — provides independent, automated incremental reach analysis through TTD’s demand-side platform. 

Through the InnovidXP measurement platform, select TTD clients will have access to a suite of cross-platform, incremental reach insights for connected TV (CTV) campaigns, including analyses of streaming’s reach beyond linear TV and unique reach by publisher.   

InnovidXP, developed through Innovid’s acquisition of TVSquared, uses household-level data from smart TVs, automatic content recognition (ACR) and connected TV (CTV) ad impressions, for its cross-platform measurement, to offer a deduplicated view of audiences. It is positioned to compete with the Nielsen One platform to launch in 2023.   

Innovid and Fox Corp announced a cross-media measurement deal in October.