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InnovidXP Enables Local & National Advertisers to Drive Outcomes Across Connected TV & Streaming with Disney Advertising


Brands today want to go beyond just reach and frequency. They need to be able to tie ad exposure to outcomes that directly align with their specific business goals and objectives. To provide advertisers with always-on, actionable insights across select Disney digital and streaming inventory, Innovid and Disney Advertising are collaborating to power greater insights in Addressable by enabling an integration between Innovid’s converged TV measurement platform, InnovidXP, and Disney Advertising’s first-party Audience Graph.

Turning Insights into Action

Building on a multi-year relationship with Hulu, InnovidXP is among the first measurement solutions to integrate with Disney’s Audience Graph. Now, InnovidXP enables the measurement of outcomes –such as app conversion and web visitation – across Disney’s addressable footprint, giving both local and national advertisers the tools and insights they need to inform and continuously improve their campaign strategies. 

Shared onstage with Disney Advertising during our 2023 IAB Newfronts presentation today, this expansion enhances measurement for more than 60 advertisers across key categories like travel, telco, ecommerce, and education, by leveraging Disney’s Audience Graph to ensure scale and accuracy in campaigns and provides an always-on view of performance through a customized dashboard. 

The combination of Disney’s premium inventory and unrivaled reach means advertisers have the ability to accumulate the largest reach with the lightest frequency in the streaming space. Disney has been at the tip of the spear in powering measurement expansion, providing choice and optionality to clients to measure the metrics that matter to their business. This integration will provide Disney’s advertiser clients with even more proof of performance against the most impactful content out there.

Marketers across categories, including performance and local advertisers in particular, are increasingly turning to cross-screen and targeted TV advertising inventory to reach and engage the right audiences. In a recent report, released by Ascendant Network and Innovid, senior-level marketers indicated that their video mix was becoming more diverse – spanning linear, CTV, and digital video – and 80% now do cross-platform TV buying from one centralized team to maximize audience targeting, reach/incremental reach, and outcomes. 

If you’re interested in learning more about InnovidXP measurement, head on over to innovid.com/solutions/advertising-measurement.