Partnership Enables Always-On Incremental
Reach Analysis Across CTV Campaigns on The Trade Desk
Platform
HAMBURG,
Germany and LONDON,
Nov. 8,
2022 /PRNewswire/ -- Innovid (NYSE: CTV),
an independent advertising platform for delivery, personalization
and measurement of converged TV, has integrated its capabilities
for UK and Germany-based clients
with global advertising technology leader The Trade Desk. This
agreement provides independent, automated incremental reach
analysis through The Trade Desk platform.
Powered by the InnovidXP measurement platform,
selected users of The Trade Desk will now have access to a suite of
cross-platform, incremental reach insights for advertisers running
campaigns on CTV, surfacing the incrementality of streaming beyond
linear TV, as well as unique reach by publisher, including
publisher-by-publisher analysis. By uncovering the overlap, these
advertisers can maximize the household-level reach of their
programmatic CTV strategies in a highly fragmented market. Through
the integration, selected clients of The Trade Desk can easily
select and apply this analysis to their campaigns directly within
their account in the media-buying platform.
"Incremental reach is both a top priority and a top metric for
buyers globally and, together with The Trade Desk, we are making it
accessible, consistent and automated, ensuring that advertisers
have the insights to effectively reach audiences across all forms
of TV," said Jo Kinsella, President,
InnovidXP. "As audiences continue to disperse, these insights are
invaluable to strengthen TV's total impact – continuously informing
linear and CTV media investments, optimizing buys, deduplicating
audiences and finding more opportunities to extend cross-platform
reach."
The Trade Desk and Innovid have tested the offering with
overlapping CPG clients, quantifying incremental reach over linear
TV and across individual streaming platforms. Campaign insights
proved brands were reaching incremental households against linear
campaigns, finding new, unduplicated audiences across CTV. Analysis
also showed which publishers captured net-new households, helping
to inform future CTV strategies. In total, The Trade Desk delivered
hundreds of thousands of incremental and net-new households for
every campaign.
"As CTV adoption steadily increases across the globe, we are
making incremental reach analysis available to advertisers that
have audiences fragmented across channels and screens," said
Steve Martin, VP Data Partnerships
EMEA & APAC at The Trade Desk. "Directly within our platform,
selected advertisers can now activate Innovid's always-on,
automated measurement platform to ensure they reach the right
audiences on the channels where they are actually watching their
favourite TV content."
While incremental reach analysis is now available to select
Trade Desk clients in the U.S., UK and Germany, expansion into other European
countries and Australia is
expected in 2023.
About Innovid
Innovid (NYSE:CTV) powers advertising delivery, personalization,
measurement, and outcomes across linear, connected TV (CTV) and
digital for the world's largest brands. Through a global
infrastructure that enables cross-platform ad serving, data-driven
creative, and measurement, Innovid offers its clients always-on
intelligence to optimize advertising investment across channels,
platforms, screens, and devices. Innovid is an independent platform
that leads the market in converged TV innovation, through
proprietary technology and exclusive partnerships designed to
reimagine TV advertising. Headquartered in New York City, Innovid serves a global client
base through offices across the Americas, Europe, and Asia
Pacific. To learn more, visit innovid.com or follow us
on LinkedIn or Twitter.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of
advertising. Through its self-service, cloud-based platform, ad
buyers can create, manage, and optimize digital advertising
campaigns across ad formats and devices. Integrations with major
data, inventory, and publisher partners ensure maximum reach and
decisioning capabilities, and enterprise APIs enable custom
development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across
North America, Europe, and Asia
Pacific. To learn more, visit thetradedesk.com or
follow us
on Facebook, Twitter, LinkedIn and YouTube.
Press Contact:
Chris Harihar
chris@crenshawcomm.com
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