Description: This article provides an overview of Pivots. It explains what a Pivot is, why Pivots are important, how to create and access them, and their use in creating Graphs and Charts to analyze and filter data to optimize opportunities. It also describes how to review your InnovidXP Pivot Data.


In InnovidXP, a Pivot table is a set of summary data determined by a selection of available dimensions and metrics that let you visualize results.

Our Pivot tool is one of the most useful and important functions within the platform, as it enables you to create graphs or charts to perform in-depth analysis, measure impact, and identify optimization opportunities across all metrics. Within the Analysis tab, InnovidXP has created several predefined Pivot tables, along with the functionality to slice and dice your data in a Pivot table format straight from your browser.

The Pivot area therefore allows you to:  

  • View predefined Pivot tables
  • View and reuse previously created Pivots
  • Create new Pivots to visualize and analyze results and make conclusions on those results
  • Use your findings to  plan optimizations for your TV spend

Pivots provide options to filter your data to specific metrics within a date range and you can determine, for example, which channel has the most impact and during which daypart. Or you can compare spots to see which had the most immediate visitors to your website.


The following steps explain how to access Pivots within the InnovidXP platform.

  1. Select Analysis from the main menu. The list of Pivots page  is displayed, for example:

Pivot page 2.png

  1. This page lists previously created Pivots, and depending on your access level, you can search for any Pivots you have saved and want to reuse or build a new Pivot.

Building a Pivot

In InnovidXP, a Pivot table is a set of summary data determined by a selection of available dimensions and metrics that let you visualize results.

  1. Select Analysis from the main menu.
  2. Select Create new Pivot. The New Pivot page is displayed:
    New pivot page.png
  3. Select the date range for your Pivot. This can be a customized date range, or you can select the last active week or the last active four weeks.
    NOTE: The model will show an aggregation of data based on the date range that you have selected; responses, a choice between your different KPIS, and the number of spots and cost.
  4. Use the dropdown menus to include or exclude specific data:
    • Select the Columns or Rows dropdown to view the defining fields you uploaded in your Spot file; Response, Cost, and Cost per Response are displayed in Columns by default.
    • Select the Metrics dropdown to view numeric metrics related to your Spots including, OTT audience, cost, Impressions, response attribution, and actions. It is recommended you include at least two KPIs.
    • Select or deselect multiple options in these dropdown menus to display / hide them in the Pivot.
  5. To save your new Pivot, select the ellipsis button and select Save. The Save pop-up is displayed.
  6. Enter a title for the new Pivot and optionally enter a description.
  7. Select a visibility option; Visible to you only is selected by default. You can make the Pivot visible at the platform/partner or admin/partner client level.
  8. Select Save to save the Pivot and return to the main page.

Reviewing your Pivot data

To compare linear impression-based data only with OTT data (and hide linear spike data from the results) you can apply a filter to your InnovidXP data in the Pivots tool.

InnovidXP derives its data from the following media sources:

  • OTT
  • Linear, either:
    • Spike (probabilistic)
    • Impression-based

How to filter

Filtering by media source can be accessed in the Analysis area within the Pivot tool:

  1. Select Analysis from the main menu.
  2. Select Create new Pivot.
  3. Select the Filter icon and select ADD FILTER.
  4. Select TV2 Media Type:
    Screenshot 2023-09-12 at 16.44.01.png

  5. Make sure you de-select Linear from the Media Type filter you just added
    Screenshot 2023-11-23 at 15.17.37.png

You will be able to see your TV media buy broken out by strategy to be able to effectively compare and contrast like-for-like.

IMPORTANT: You may see linear data across more than one TV2 Media Type, i.e. ‘Advanced Linear’ or ‘None'.
When spots have some impression-based attribution, this is labeled 'Advanced Linear'. Spots that get zero impression-based attribution are categorized as 'None'.

Related content

Approach to Linear TV Attribution

Creating Charts and Reports

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