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The Hitchhiker’s Guide to Converged TV Measurement

A real-world look at making unified cross-platform measurement a reality today

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With audiences dispersed across time, platforms, and screens, “TV” now encompasses linear, CTV, and digital video. This shift to “converged TV” has had a profound impact not only on viewing habits, but also on every aspect of the advertising industry as strategies are adapted to account for the holistic, cross-platform experience.
As a result, converged TV measurement innovation has exploded – arming advertisers with a single source of truth to “connect the dots” across linear, CTV, and digital video. 
And this is not a future state! Through a unified, consistent, and cross-platform view of campaigns, converged TV measurement is providing actionable reach and performance analytics to inform and optimize the media mix today. 
Innovid created “The Hitchhiker’s Guide to Converged TV Measurement” to help advertisers of all industries and sizes learn about what’s possible – now, today, this very moment – when you have a unified view and holistic, real-time insights for cross-platform campaigns. In the reports, you’ll learn about: 

  • Today’s converged TV marketplace, and the challenges/opportunities it brings, with recently released survey findings.
  • Real-world case studies from advertisers, spanning multiple verticals, that leveraged InnovidXP to unlock the power of converged TV.
  • Best practices to start reimagining TV advertising for your brand today.


Download the Report