Innovid — Census-Level CTV Measurement at 95M Homes
Innovid built census-level CTV measurement across 95M+ U.S. homes using a privacy-compliant identity resolution infrastructure, before being acquired by Mediaocean in November 2024.
Scale
95M+ CTV homes in U.S.; acquired by Mediaocean (November 2024)
Before
Panel-based measurement using statistical sampling — limited coverage and accuracy at CTV scale
After
Census-level measurement: 'infrastructure approach to identity resolution' across 95M+ CTV homes, measuring every impression vs. sampling
Key Insight
Census vs. panel is a fundamental measurement debate — each has tradeoffs in accuracy, coverage, and cost.
In a Snowflake Conversation
Census vs. panel is a fundamental measurement debate. Panel-based measurement (Nielsen) uses statistical sampling; census-level (Innovid) aims to measure every impression. Each has tradeoffs in accuracy, coverage, and cost.
My Read
Practitioner commentary coming soon.
Relevant Conversations