Latest news with #MikeTreon
Martechvibe
17-06-2025
- Business
- Martechvibe
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. Topics News Share Share Innovid Launches InnovidXP with Affinity Solutions Tie‑in Whatsapp Linkedin 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.' ALSO READ: 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.' ALSO READ:
Yahoo
28-04-2025
- Business
- Yahoo
New Upwave & IRIS.TV Report Shows Contextual CTV Ads Drive Lift Throughout the Brand Funnel
Upwave Finds IRIS-enabled™ CTV Targeting Drives Stronger Awareness, Recall, and Favorability SAN FRANCISCO, April 28, 2025 (GLOBE NEWSWIRE) -- Upwave, the Brand Outcomes Measurement Platform, and the leading content data marketplace for streaming media, today released a new report, 'The Brand-Building Power of Contextual Targeting on CTV.' As advertisers navigate growing challenges in the streaming ecosystem, the report spotlights how aligning ads with content drives measurable improvements across brand metrics—based on insights gathered through Upwave's platform. The Contextual Advantage in a Fragmented CTV Landscape With Connected TV (CTV) now representing 41% of total viewing time and more than 85% of U.S. households streaming, advertisers face mounting complexity in managing reach, frequency, and measurement across platforms. Contextual targeting has emerged as a scalable and effective solution—and Upwave's data shows that is helping brands cut through the noise and deliver stronger brand impact. Proven Performance Across the Brand Funnel Upwave Portfolio Analytics reveals that contextual campaigns using IRIS-enabled™ data significantly outperformed standard CTV benchmarks—generating 2x lift in Awareness, 3x in Ad Recall, and 5x in Favorability compared to Upwave's Tactic Norms for CTV. These results highlight the value of real-time, content-aligned ad placements in driving deeper consumer engagement and better brand performance. 'Advertisers are under more pressure than ever to prove the value of their brand investments—especially in environments as fragmented as CTV. Our data shows that IRIS-enabledTM contextual targeting is cutting through the clutter and delivering measurable brand impact,' said Chris Kelly, CEO of Upwave. 'Together we're proving that real-time ad placements are a smart way to drive real Brand Outcomes.' Case Study: Carl's Jr. Drives Full-Funnel Impact with Contextual CTV In 2024, PMG, the leading global independent marketing services and technology company, partnered with to boost store visits and sales for their client Carl's Jr. In addition to standard targeting methods, including first-party identity and demographic data, PMG leveraged IRIS-enabled contextual targeting to reach key audiences watching CTV. Upwave's analysis showed the campaign outperformed both Platform Norms and QSR Industry Norms across the full brand funnel—demonstrating the power of strategic content alignment. 'With CTV content often consumed on hundreds of apps and shared devices like smart TVs, our customers want to ensure the intended target audience watches their ads,' said Mike Treon, Head of Connected TV Strategy at PMG. 'When our customers' campaigns target IRIS-enabled data, we have not only seen superior lifts in upper funnel KPIs like ad recall and brand favorability, but across all business outcomes.' 'Aligning ads with content isn't just intuitive - it's proven to be highly effective when executed with IRIS-enabled data,' said Field Garthwaite, CEO & Co-founder, of 'Today, the smart TV is the most valuable screen in the household, but unlike a mobile device, we don't know who is watching. Our partnership with Upwave confirms that when advertisers have access to real-time data about what viewers are watching through consumers are likely to be more aware, and have positive sentiment towards a brand.' To access the full report, see here. About UpwaveUpwave is the Brand Outcomes Measurement Platform. The only company entirely focused on measuring and optimizing brand lift driven by advertising, the world's leading advertisers, agencies, and media partners trust Upwave's robust, AI-driven, SaaS platform. Upwave brings science to top-of-funnel, providing real-time, top-of-funnel measurement for CTV, Digital, Retail Media, Social, Streaming Audio, Linear, and Addressable. The company is based in San Francisco and New York and backed by leading Silicon Valley venture capital investors. Learn more at About a Viant Technology company, is the leading content data marketplace for streaming. We structure, connect, and activate the world's video-level data to create better viewing experiences and advertising outcomes. Our content identifier, the IRIS_ID, enables our partners to build scalable advertising solutions for contextual and brand-suitability planning, targeting, and measurement. Learn more about the IRIS_ID and the IRIS-enabled™ ecosystem of premium sellers, data partners, and ad platforms at Media Contacts John McCartney Brittany Tibaldi JMAC PR for Upwave KCSA for upwave@ IRIS@
