CANNES – Marketers have sought to continually refine their abilities to detect when their digital advertising is seen or spurs an interaction with a consumer. Validating these interactions is an important step toward measuring consumer attention to ads, as digital ad company Infillion has found.
“We’re seeing a lot of companies that are saying, ‘An interaction is potentially an accidental rollover, an accidental hover, an accidental click,’” Gena Schirer, senior vice president of client relationships at digital advertising company Infillion, said in this interview with Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity.
“We really wanted to solve for that and make sure that the interactions that we’re tracking are valid interactions and intentional interactions,” Schirer said about Infillion’s IDVx solution, which officially launched today. “Now we can run that across our DSP [demand-side platform], and we’re really only tracking true interactions.”
IDVx is a first-to-market solution that brings scalable and measurable premium interactive video, including shoppable ads, across CTV, desktop and mobile. With IDVx, advertisers no longer have to make a trade-off between high-performance creative and efficient programmatic scale.
Tailored for digital and video buyers with KPIs at any stage in the purchase funnel, IDVx optimizes campaigns to drive higher brand lift and purchase intent.
IDVx is Infillion’s first new product since its 2023 acquisition of demand-side platform MediaMath, when it began integrating its systems with other products. The result has been more transparency into the media marketplace for advertisers.
“With that DSP, we have curated media. IDVx runs across that media in a safe environment, so we can blend interaction and that creativity with brand-safe inventory,” Schirer said. “And that’s really where we see the success of the campaign.”
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