Tal Chalozin, CTO & Co-Founder of Innovid – a CTV advertising and measurement platform – believes that the most significant challenge facing measurement is ‘signal loss’. Speaking at Connected TV World Summit last month, he said: “A term that people have started to use in ad-tech land is signal loss. Clearly everyone is familiar with cookie deprecation and IDFA and other changes happening in the browser and mobile world. Those changes are coming into the TV space as well. Even if they haven’t had too much of an impact as of yet, these changes will most likely have an impact by virtue of device IDs or IP addresses or altogether an opt out from other types of measurement services.”
The massive shift of brands moving into the streaming world is one of the main factors driving the change in measurement, with brands now spending “north of 20% of their total TV budgets in the streaming space,” according to Chalozin. He believes that, in the next few years, marketers will move away from correlating campaigns by reach and towards optimising campaigns by tying them to specific business KPIs. Chalozin notes that several large companies working with Innovid – such as Peloton, GoDaddy and Expedia – have already taken an interest in tying TV spending to outcomes in a much more centralised way.
Innovid believes its measurement platform provides a unique value proposition due to the company’s access to ad server data. Chalozin argued that one of the most important elements for measurement in the CTV space is access to the raw data of the ads that were delivered, with data on as many attributes as possible such as device ID, the app and the user. With Innovid being an ad server that serves individual ads into properties across many territories, the company does not need to license data from any external party. He remarked: “We don’t need data partnerships because we are generating the data and building the measurement product on top of it.”
Since buying TVSquared – a cross-platform measurement company originating from the UK – Innovid has worked with brands to tie campaigns to digital outcomes, such as app downloads, website visits and search lifts. The company has also increasingly done more offline attribution such as store visitations, “but those are a lot more probabilistic than deterministic obviously,” Chalozin said.
He remarked that many large legacy and multinational companies are still focused on the upper side of the marketing funnel, looking to determine true reach and unduplicated reach for their campaigns. Chalozin said: “You spent 10 million dollars on your campaign, and you bought media from 50 different media owners – ESPN, Pluto TV, Tubi, ITV etc. – and you want to know what exactly is the individual reach, how many households each and every one of those suppliers contributed, and what is the true overlap throughout the campaign, not on an overall basis but on a day by day basis to really know how you should optimise your campaign – either the next one, or this one in real-time. We’re looking for the most coherent way to tell that story.”
