Innovid has expanded its InnovidXP measurement platform with a new purchase attribution capability, allowing marketers to measure ad performance based on real-world business outcomes such as sales lift, ROAS, and incrementality—without relying on pixels. This enhancement connects converged TV ad exposures, including direct IO, programmatic, and live sports, to billions of online, in-app, and in-store transactions.
The upgrade is powered by a new partnership with Affinity Solutions, a leading provider of consumer purchase data. Their dataset, built on 18 billion annual transactions from more than 95 million consumers, enables InnovidXP to deliver household-level attribution across campaign touchpoints and media channels with scale and precision.
“As advertisers push for greater accountability and optimization in their media investments, it’s no longer enough to measure what’s easy; they need to measure what matters,” said Christopher Murphy, SVP of Strategy & Business Development at Innovid.
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The integration offers immediate value for verticals like QSR, retail, grocery, and hospitality—where in-store conversion remains critical. Early adopter PMG used the solution to measure a QSR campaign and saw a 4.3% sales lift, along with a 25x increase in attributed revenue.
Affinity Solution’s SVP of Business Development, Ken Barbieri, added, “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.”
This advancement enhances InnovidXP’s growing data ecosystem and reinforces its position as a leading platform for outcome-based advertising measurement.
