AdRoll partners with Innovid to power independent CTV measurement

AdRoll, an AI-powered connected advertising platform built for growth-minded marketers has partnered with Innovid, the independent software platform for the creation, delivery, measurement, and optimization of advertising to integrate InnovidXP into its Connected TV (CTV) offering.

The move gives advertisers independent, outcome-based insights into how CTV contributes to reach, frequency and business results, extending the company’s cross-channel marketing platform.

AdRoll recently expanded its platform to include CTV, combining AI-driven targeting, premium inventory and identity integrations. The partnership with Innovid ensures advertisers can validate CTV’s role with clear and independent measurement.

George Castrissiades, general manager, CTV, AdRoll: "Launching CTV was a natural extension of our platform, but proving its value to clients required a measurement partner we could trust. With InnovidXP, we can give advertisers independent, outcome-based insights that show exactly how CTV contributes to their goals—from reach and frequency to real business outcomes."

Following a pilot phase, AdRoll is now making InnovidXP measurement available to CTV advertisers, including brands such as OpenTable and Texas Peak Group, distributor of Brooks Running in Australia.

Lydia Teh, digital marketing manager, Texas Peak Group: "AdRoll helps us run effective retargeting and prospecting campaigns beyond the major ad platforms, while also giving us access to CTV in the same place. It has allowed us to centralize campaign management, improve reach, and gain clearer visibility into performance through unified reporting. Combined with the proactive support team, it’s helped us drive both new customer acquisition and stronger returns from existing audiences."

By partnering with Innovid, AdRoll ensures advertisers’ results are independently validated, providing transparent and unbiased insights into campaign effectiveness.

Patrick Rubin, vice president of enterprise sales, Innovid: "CTV is one of the fastest-growing channels in advertising, but proving its impact requires independent, outcome-based measurement. By choosing InnovidXP, AdRoll is giving its clients real-time transparency into performance, ensuring every campaign is accountable, efficient, and driving measurable business results."

www.adroll.com

www.innovid.com

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