Innovid Corp, an independent advertising platform for delivery, personalization and measurement of converged TV across linear, connected TV (CTV) and digital, today announced a first-to-market partnership with Upwave, an analytics platform for brand advertising, to use brand KPI signals for automated creative optimization across digital channels, including CTV, ensuring budget automatically goes to top performing ads. At launch, this capability is available to selected clients.

With Upwave’s expertise in brand advertising analysis, combined with Innovid’s state-of-the-art advertising platform, ad creative will be adjusted in real-time as brand KPIs such as awareness, recall, consideration, purchase intent, and more shift across ad messages and audiences, automatically maximizing the effectiveness of campaigns across all digital channels. For CTV specifically, this strategic collaboration enables advertisers to personalize their CTV messages based on the ads that had the most significant brand impact, allowing TV to address both upper and lower funnel customers.

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“TV has long been thought of as a pure awareness or recall play but CTV refuses to be beholden to just one part of the advertising funnel, and is blending the lines by providing value both to brand awareness and DR-focused advertisers,” said Dave Helmreich, Chief Commercial Officer  at Innovid. “The intent of this partnership is to help advertisers not only understand in real-time which ads are driving the most brand outcomes, but ensure those ads are the ones that are served more often. Innovid and Upwave look forward to bridging the understanding and the action based on that understanding together, in one platform, ensuring ad dollars go to top performing ads automatically.”

“Through this collaboration, advertisers utilizing Innovid’s platform can seamlessly integrate Upwave’s brand measurement to inform their ad-serving decisions, making brand campaigns as optimizable as performance campaigns,” said Chris Kelly, CEO at Upwave. “Just as lower funnel campaigns can optimize creative to clicks or conversions, now upper funnel campaigns have an optimizable metric. With our robust data analysis, advertisers are able to optimize their creative serving strategy in real-time to maximize top-of-funnel results. With combination of our brand measurement and Innovid’s platform, advertisers can create impactful campaigns that elevate overall brand outcomes.”

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