The Trade Desk this morning announced a new partnership with TV measurement platform Innovid, enabling incremental reach analysis for Trade Desk clients in the UK and Germany. The pairing extends the duo’s existing relationship in the US, and is expected to expand into other European countries and Australia in 2023.
Leveraging the InnovidXP platform, selected Trade Desk users can access cross-platform measurement insights for campaigns on CTV. This allows advertisers to assess the incrementality of streaming alongside linear TV, as well as tracking unique reach by publisher. Marketers can then apply that analysis to campaigns directly within their Trade Desk account, according to the company.
“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.”
Reaching out
The integration signals further commitment to the European CTV market by the demand-side platform. The Trade Desk already partners with Nielsen, which incorporates the DSP’s demographic data into its digital ad measurement system; and iSpot.TV, whose tools also provide incremental reach capabilities for US advertisers.
This toolset strengthens the pull of CTV for brands, as a lack of clear measurement is a factor often cited by buyers cautious about entering such a fragmented market. But Innovid is also looking to challenge Nielsen’s once-ubiquitous industry standing, carving out InnovidXP as an alternative to its deduplicated cross-platform measurement rival Nielsen ONE.
“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 InnovidXP president Jo Kinsella. “As audiences continue to disperse, these insights are invaluable to strengthen TV’s total impact – continuously informing linear and CTV media investments, optimising buys, deduplicating audiences and finding more opportunities to extend cross-platform reach.”
