Were the advertisement server and measurement platform for CTV. The brand then provides the ads though Innovid, which sits between the brand or agency and the publisher.
The ad you see is not hosted by Hulu, like it would be on broadcast television. On CTV, its hosted by the ad server. The exchange or SSP calls for the innovative, verifying The Trade Desk won the impression, and we serve the ad straight to the Roku platform.
Whats your function in the CTV supply chain?
To begin, the publisher or programmer appears with their own advertisement server. FreeWheel and Google are the big ones. The brand name then provides the advertisements though Innovid, which sits in between the brand name or company and the publisher.
However on CTV, its direct buys around 80% of the time with no third-party DSP or SSP.
Say you turn your Samsung TV on and run Hulu. The ad you see is not hosted by Hulu, like it would be on broadcast tv. On CTV, its hosted by the ad server. That means Hulu is calling our servers for the ad that reserved or won that impression, and were streaming it to your home.
And because were streaming to the Hulu app inside your Samsung TV, we get access to information used for measurement, billing and verification.
What about a programmatic buy?
A programmatic buy is more complicated. If there is an impression on, say, Wired Magazines app on Roku, it calls an SSP like Magnite to offer it on the exchange, and The Trade Desk purchases it. Again, we host the advertisement. The exchange or SSP require the creative, verifying The Trade Desk won the impression, and we serve the advertisement straight to the Roku platform.
Weve remained in this organization for 14 years and never ever made a cent out of media. The majority of the action is in the media area, where theres a great deal of extremely extreme competitors.
We think its critical that there will be a single supplier that is separate and independent from the media, that is not a hazard to any person in the community therefore can run throughout media platforms.
Sounds a lot like Nielsen.
Are you completing with Nielsen?
There are 2 legacy systems.
On the digital side, theres Google Campaign Manager [formerly DoubleClick], which was developed 20 years ago but was not for television.
And theres the old broadcast TV world, aka Nielsen– but theres no advertisement shipment in broadcast. You send out the tape to the TV station, and then you rely on Nielsens panel, since no one knows who actually saw it.
Nielsen is being challenged to offer options to this new world, therefore I expect to see more brands and publishers rely on platforms like Innovid for CTV measurement.
As the ad server, we have precise information, and were not in the media company, like Google, Roku, The Trade Desk, Magnite, Comcast or any of these people, which buy and sell media therefore can not supply objective measurement.
Were taking customers off of the Google platform, and we think our measurement items with time will compete increasingly more with Nielsen.
Do you deal with the panel start-ups TVision and Hyphametrics?
We know TVision well. Nielsen dropped separate patent violation fits against TVision and Hyphametrics in November.
Were you jealous, like, Why am I not getting sued, too?
It is interesting to see. It reveals Nielsen is anxious.
Were definitely not attempting to construct a panel or compete with them. Our view is that the entire principle of a panel is flawed. And what you require is an excellent identity option for the world, like home identity for CTV.
How big is YouTube supply as a part of your business?
In between 5% to 15% of our customers buys operate on YouTube.
We cover YouTube because the creative requirements to arrive, and whatever information is created needs to be collected and combined with Roku data, Hulu data and The Trade Desk data, etcetera.
But traders are obstructed from YouTube, as is the case with lots of other walled garden platforms in CTV, including Amazon Fire television, Roku, Hulu, Comcast, Disney and others. We cover all of them.
For YouTube in particular, we have a measurement collaboration thats incorporated to Googles Ads Data Hub.
Theres no YouTube edge for Googles ad server that you take on?
No. And it would not be in Googles interest– just the opposite. The Department of Justice and other regulators are looking closely to ensure unique offer making does not exist across those organizations.
It is real for media purchasing. The Google DSP has first-party advantages when it comes to purchasing and optimizing Google media. But thats not something we do.
Would you ever enter media?
No, and brands do not desire it either.
Brands purchase across 7, 8 or more walled gardens, and they need one set of imaginative properties, not eight.
That was one of the big things during the pandemic. If youre Toyota, you require genuine control over innovative. Dealerships are opening in one state, closing elsewhere. That needs to be centralized.
This interview has actually been modified and condensed.
Innovid is an uncommon type of data-driven ad tech business. Its an internet-based tech startup founded in 2007 that focused from day one on … old-school television.
Fast forward 15 years to this Wednesday, and Innovid is going public under the ticker $CTV.
Innovid is the current in a troop of ad tech gamers to hit the market in the previous year, consisting of Viant, Tremor, IAS, DoubleVerify, Zeta Global, ironSource, Kubient, Taboola and Outbrain.
And now that Innovid is public, individuals can stop asking if its for sale, CEO and co-founder Zvika Netter informed AdExchanger.
” We can prevent the continuous speculation that, Oh, Innovid is going to be purchased by some media company that wishes to repackage it as the single source of fact,” he stated.
AdExchanger spoke to Netter about his prepare for Innovid. TL; DR: He prepares to go for the throat on Googles ad-server business and try and drink a few of Nielsens milkshake while hes at it.
AdExchanger: Did Innovid concentrate on television marketing from the start? NETTER: Some advertisements go to connected TV, some to mobile and desktop, but its all TV ads.
Our focus was constantly to enable the future of television over IP. It took longer than we believed, but here it is. Its removing huge time, whichs part of the factor were going public.
And you operate on the demand side?
We sell our platform to firms and brands. It is the demand side, but often individuals make the error of thinking of us as a DSP.
Were the advertisement server and measurement platform for CTV. We dont purchase media or sell media.