Innovid, The Trade Desk Expand Measurement Partnership To U.K., Germany

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.



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