Through a new partnership, connected TV (CTV) publishers that use Innovid’s software development kit (SDK) will have seamless access to Infillion’s choice-based, interactive streaming
ads without needing an additional technology integration.
Media-buying platform Infillion offers TrueX value-exchange ad experiences that include shorter ad breaks.
Innovid
is an independent advertising platform for delivery, personalization and measurement of converged TV across linear, CTV and digital.
Marketers can use Innovid’s CTV Composer to
create interactive, dynamic CTV ads in hours. By communicating with the platform’s SDK, an ad can then run across more than 25 CTV device types.
The partnership “simplifies
choice-based CTV ad development and delivery," Krista Panoff, global senior vice president, enterprise development at Innovid, said in the announcement. "Unlike desktop and mobile, CTV devices lack
video player and tag type standardization.
As such, delivering the same interactive and personalized experiences across the growing streaming space requires the installation of an SDK.”
Innovid's CTV Composer provides a solution to the lack of standardization, she says.