Innovid, a leading independent software platform in AdTech, has announced a major upgrade to its measurement tool, InnovidXP. The update introduces pixel-free purchase attribution, allowing marketers to track and optimize ad performance based on tangible business outcomes like sales lift, ROAS, and incrementality. By partnering with Affinity Solutions, Innovid now connects ad exposures with billions of in-store and online purchase transactions—offering a transformative shift in how advertisers evaluate and optimize campaigns.
1. Pixel-Free Purchase Attribution
- Marketers can now measure ad impact without the need to install pixels on websites or apps.
- Attribution is based on billions of real-world credit and debit card transactions.
- Covers both in-store and online purchases.
2. Integration with Affinity Solutions
- Affinity Solutions provides data from 18 billion annual transactions across 95 million consumers.
- This partnership powers InnovidXP’s outcomes-based metrics with scale and precision.
- Enables privacy-safe, deterministic tracking of purchase behavior.
3. Comprehensive Measurement Capabilities
- InnovidXP now measures ad performance across all channels, including:
- Direct IO buys
- Programmatic ads
- Live sports
- Supports insights at the level of:
- Creative assets
- Publishers and placements
- Designated Market Areas (DMAs)
4. Business-Driven Metrics
- Moves away from vanity metrics like impressions and clicks.
- Focuses on:
- Return on Ad Spend (ROAS)
- Sales lift
- Incremental impact
- Enables end-to-end visibility from impression to conversion.
5. Real-World Use Case: PMG’s QSR Campaign
- Agency PMG used the solution for a quick-service restaurant (QSR) campaign.
- Results:
- 25x more attributed revenue
- 55x more attributed transactions
- 4.3% incremental sales lift
- Allowed for in-flight optimization and strategy adjustments.
6. Applicability Across Industries
- Especially beneficial for sectors dependent on offline sales:
- QSR
- Retail
- Automotive
- Grocery
- Hospitality
- Ready-to-use for any brand vertical without development delays.
7. Enhanced Data Ecosystem
- InnovidXP’s measurement suite also includes:
- MRC-accredited impression data
- App platform integrations
- Demographic data enrichment
InnovidXP’s launch of pixel-free purchase attribution marks a significant milestone in outcome-based advertising. With powerful deterministic data from Affinity Solutions, marketers now have the tools to prove—and improve—the real-world impact of their advertising investments. By enabling precise attribution without pixels and offering insights across media types and verticals, InnovidXP sets a new standard for accountability and performance optimization in AdTech.
