Description: This article compares InnovidXP's approach to our three key methodologies: Spike linear model, impression-based linear, and CTV/OTT.
| Spike Model | Impression-based Model | CTV / OTT | |
| Description | 1 spot aired on live TV with 1 million viewers seeing it at the same time. |
1 spot aired on live TV with viewers viewing at the same time. Innovid takes a unified approach, combining total response measurement with household-level impression data. Innovid uses the total response measurement to ensure complete coverage of all responses and then applies impression-level data to cross-validate and isolate the precise uplift driven by a TV campaign. |
1 impression sent to 1 million individual households who view it at different times. |
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Methodology |
Spike model:
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1:1 mapping with Vizio/Inscape panel (upscale factor is applied): |
1:1 mapping:
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Attribution window |
Up to 15 minutes after the spot aired. |
Up to 7 days after the impression was delivered. |
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| Response data |
Website first-party pixel or app integration. |
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| Delivery data | Spot data: post log file. | Impression data: pixel on ad server. | |
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