Innovid Launches InnovidXP with Affinity Solutions Tie‑in
InnovidXP shifts the focus from general engagement metrics to purchase data, helping marketers make informed decisions and improve campaign effectiveness by tracking touchpoints through to conversion.
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Innovid has announced the launch of purchase attribution within the InnovidXP measurement platform. Marketers can now measure and optimise ad performance based on sales lift, ROAS, and incrementality – tied to billions of in-store and online purchase transactions – all without placing a single pixel.
This update enables marketers to directly connect converged TV ad exposures across direct IO, programmatic, live sports buys, and more, wherever the outcome may occur. Affinity Solutions is the first of several anticipated partners to support InnovidXP’s expansion into additional sales-based performance metrics.
This privacy-safe integration establishes InnovidXP as the go-to independent measurement platform, providing granular visibility across creatives, publishers, placements, DMAs, and more – empowering marketers to move beyond clicks and impressions to focus on what really matters: the purchase.
By tracking each campaign touchpoint through to conversion, InnovidXP shifts the focus from general engagement metrics to actual purchase data, helping marketers make informed decisions and improve campaign effectiveness.
“As advertisers push for greater accountability and optimisation in their media investments, it’s no longer enough to measure what’s easy; they need to measure what matters,” said Christopher Murphy, Senior Vice President, Strategy & Business Development, Innovid.
“By integrating Affinity Solutions’ industry-leading dataset into InnovidXP, we’re giving marketers the ability to prove and improve the real-world business impact of every ad dollar spent.”
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Drawing from 18 billion annual credit and debit card transactions from over 95 million consumers, Affinity Solutions’ dataset provides Innovid with the scale and accuracy to measure detailed campaign outcomes.
While any brand vertical can now immediately benefit from turnkey outcomes attribution without needing to wait for site or app pixel placement, Innovid’s new offering is especially valuable for categories where offline and in-store conversion remains essential, including quick-service restaurants (QSRs), retail, automotive, grocery, and hospitality.
Advertising agency, PMG, has already leveraged InnovidXP’s new pixel-less purchase outcomes offering, powered by Affinity Solutions, to measure the impact of a QSR campaign.
“With this expanded view, we were able to pinpoint exactly what was working and adjust strategy mid-flight to maximise business impact,” said Mike Treon, Head of CTV & Strategy, PMG.
The addition of offline outcomes further strengthens InnovidXP’s already robust data ecosystem, which includes source-direct, MRC-accredited digital impression data from the Innovid ad server, integrations with leading app platforms, demographic data providers, and more.
“Marketers are under increasing pressure to connect media exposure to real business outcomes,” said Ken Barbieri, Senior Vice President, Business Development, Affinity Solutions.
“Through our partnership with Innovid, marketers can now link TV campaigns to actual consumer purchases – online and in-store – with a level of precision and speed that empowers smarter decisions and stronger results.”
“We are proud to bring our dataset to InnovidXP to help brands and agencies close the loop on measurement and optimisation.”
