Innovid and The Trade Desk are enhancing incremental reach analysis on connected TVs – with Innovid integrating its cross-platform technology into The Trade Desk’s media buying platform in the U.K. and Germany.
Specifically, Trade Desk users in those regions now have access to the InnovidXP cross-platform measurement tool, which allows advertisers to more precisely measure streaming incremental reach alongside linear TV, as well as analyze unique publisher reach. Advertisers can then apply those findings directly within their Trade Desk account, Innovid said.
Aside from the U.S., U.K. and Germany, Innovid plans to expand its offering to advertisers in other European countries and Australia in 2023.
The Trade Desk, which operates a self-service platform for ad buyers, touts over 200 partners worldwide, including ad tech companies like Beachfront, Magnite, and Xandr.
"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," stated Jo Kinsella, president of InnovidXP.
When testing the offering on multiple consumer packaged goods (CPG) campaigns, Innovid and The Trade Desk found brands reached new, unduplicated audiences across CTV. The companies were also able to see which publishers captured net-new households for every campaign.
CPG brands are capitalizing on the CTV space, as Innovid found connected devices accounted for over half of CPG ad impressions in 2021.
In the initial trial, The Trade Desk delivered “hundreds of thousands” of incremental and net-new households per CPG campaign, according to the companies.
"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, The Trade Desk’s VP of data partnerships in EMEA and APAC, in a statement.
He added Trade Desk clients can tap into Innovid’s cross-platform measurement arsenal to “ensure they reach the right audiences on the channels where they are actually watching their favorite TV content."
First unveiled in June, InnovidXP boasts impressions data tied to around 95 million U.S. households as well as person-level data across all 210 designated market areas (DMAs) in North America.
Fox is one major media company that has caught wind of Innovid’s measurement capabilities. The companies inked a deal last month enabling Innovid to measure audience viewership across Fox’s news, sports and entertainment networks – including free ad-supported service Tubi.