Twitter and Innovid to Measure In-Stream Video Ads

Twitter has partnered with online video analytics tech developer Innovid, to support delivery and measurement for its In-Stream Video Ads.

Innovid provides MRC-accredited tools to create, deliver and measure video campaigns, providing real-time insight into ad viewability, engagement, awareness and social media sharing. Earlier this year, the firm partnered with Channel 4 to launch a VoD (video on demand) format, which uses first party data from the TV broadcaster's 15 million registered viewer database to deliver audio personalised, targeted digital campaigns across the station's All 4 VoD service.

The new partnership means Twitter can offer advertisers analytics including viewability performance and delivery metrics across all its In-Stream Video Ads inventory. Innovid will be the first third-party platform to deliver these in-stream ads through VAST (a video ad serving template) on Twitter.

Ronen Idrisov (pictured), Innovid's VP of Product, comments: 'We are proud to work with Twitter as marketers continue to shift their video marketing budgets into mobile, where measuring and delivering video ads with transparency is a critical milestone. At Innovid, we are focused on helping marketers take a truly holistic approach to their entire video strategy and gain a single view of their video investment across all channels. Today's announcement with Twitter reinforces this focus and commitment to our customers'.

Web sites: www.innovid.com and www.twitter.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.