LONG ISLAND CITY, N.Y. — Ad tech platform Innovid has launched an initiative it believes is designed “to ensure seamless, reliable third-party ad serving and measurement in live streaming environments, including sports.”
And, the parent companies of ABC, FOX CBS and NBC have signed on as the first Live Content Certification Program participants.
“With live content continuing its shift to streaming, marketers need trust, transparency, and accreditation to maximize engagement and return on investment,” Innovid says. “While Innovid already supports ad serving in live environments, this certification program stress tests the unique needs of those environments in scenarios designed to isolate live inventory from video-on-demand (VOD). Publishers undergo hands-on testing that simulates the complexity of live sports. The result is granular, impression measurement, verified creative and tag specifications, and independent measurement capabilities, ensuring a frictionless ad experience for brands investing in live sports.”
Innovid’s Live Content Certification Program is designed to protect advertisers from lost impressions; ensure seamless, real-time ad delivery; and to provide independent measurement.
The first phase of the Live Content Certification Program focuses on ensuring seamless ad delivery and measurement in live sports environments. This includes hands-on testing, verifying creative specifications, and analyzing impression and measurement tracking to ensure accuracy, Innovid says. Looking ahead, the program will expand to additional areas of opportunity for advertisers, including advanced creative.
