FAQs: Introduction to InnovidXP

Description: This article answers commonly asked questions asked introducing InnovidXP.

What is the difference between linear and OTT?

Linear TV refers to traditional television viewing. In order to watch a show, the viewer must tune in to a specific channel on a television at an appointed time. Viewers access linear TV via subscription to cable or satellite services, or through over-the-air broadcasts.

OTT is short for over-the-top, the term used for the delivery of film and TV content via the internet without requiring users to subscribe to a traditional cable or satellite pay-TV service like Comcast or Time Warner Cable. OTT applications can be anything that is not the traditional delivery model. Examples of OTT include services like Sling TV, Hulu, channel-specific apps, and more.


What is an impression?

An impression is an instance of an advertisement being served to a user's device. Whenever a marketing-related file is accessed and transmitted that activity counts as an impression. This is extremely easy to track as it relies on pure server data to count the impressions.

Impression tracking is a common metric for measuring the performance of most types of online marketing campaigns, for example pay-per-click impressions, measured against actual clicks and on-site views of internal calls-to-action.


What is a publisher?

A publisher is an organization that delivers content over the internet, for example, Netflix, Amazon, Hulu, Roku, Tubi.


What does the term "response" mean in InnovidXP?

In InnovidXP, the term response is used to define attributed sessions to an adspot across multiple mediums.

A session across any medium, i.e., Web, App, Phone, or SMS, is defined as a period of engagement with the brand.

Every time a user has an interaction with the website or the app, a 30-minute session timer begins. If they have another interaction, for example, click to a new page within that 30 minutes, the timer restarts. If they are inactive for 30 minutes, the session expires.

For phone calls, we look at the start time of the call. For SMS, the time the SMS was received.

The term All Response is used to define the total number of sessions captured before attribution takes place.

To ensure the de-duplication of multiple instances of an action in the same session, the count of sessions containing an action, not the sum of actions is measured.


What are the steps to onboarding?

Stage 1 - Sign up

InnovidXP captures your contact details and you tell us what you want to measure.
You install tags for the actions you want to track.

Stage 2 - Set up data

InnovidXP checks and approves your tags.
You upload your spot data to the Innovid platform.

Stage 3 - Get ready for results

InnovidXP checks, validates, and confirms your data.
You are set up and your Innovid platform is live.


Our Javascript-based web tag measures total visits to a website. There is only one visit tag needed per website and it must be implemented on all pages of your website to measure total visits.

The web and action tags fire on the page(s) they are placed, while obeying the required opt-in/opt-out mechanisms. Any comparison of web volumes and Google Analytics is on a like-for-like basis as the tag is intended to interact in a consistent way with the consent criteria.

Web tags should be placed on the client website by the web manager. We recommend installing tags two weeks before your campaign goes live to allow time for data QA.


I have access to the InnovidXP platform. What do I do now?

You should have received a welcome email outlining where to start. Check your inbox or get in touch with Innovid if it hasn't arrived at support-xp@innovid.com.

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