If advertising to Disney’s authenticated audience base works, Tal Chalozin may be about to find the proof.

Chalozin, CTO & Co-Founder, Innovid, has just signed a deal in which his company’s InnovidXP converged TV measurement platform will power measurement of outcomes such as app conversion and web visitation across Disney Advertising’s addressable footprint.

The deal was announced at the IAB NewFronts. In this video interview with Beet.TV at the NewFronts, Chalozin explains more.

Scale and accuracy

“In partnership with Disney, we are taking the Disney audience graph and integrating it into Innovid XP, our measurement solution, in an always-on way,” said Tal Chalozin, CTO & Co-Founder of Innovid.

The partnership extends to both local and national advertising.

It enhances measurement for over 60 advertisers across key categories like travel, telco, e-commerce, and education, leveraging Disney’s Audience Graph to ensure scale and accuracy while providing an always-on view of performance through a customized dashboard.

Innovid rolled out InnovidXP, a new software suite for cross-platform advertising, in June 2022.

InnovidXP combines ad serving data and creative personalization, backed by sight of a billion daily TV impressions delivered to 95 million homes.

A technology focus in currency discussions

In the intense currency discussions within the industry, Chalozin emphasizes Innovid’s focus on providing technology that can measure whatever currency buyers and sellers decide to transact on, from impressions to completed views.

Innovid was the first company to work with the Media Rating Council (MRC) on defining CTV and OTT measurement standards.

But Chalozin acknowledges the complex nature of attribution, dividing it into upper funnel measurement, reach and frequency, and mid to lower funnel outcomes.

Innovid’s focus is on creating a system that ties dollar spent and impression delivered into specific and deliberate metrics, such as digital metrics like website traffic and app downloads, or offline outcomes like dealer visitation.

You’re watching Beet.TV’s coverage of the 2023 IAB NewFronts, presented by Teads. For more videos from this series, please visit this page.

By Robert Andrews on    @robertandrews