Getting Started: Understanding XP Methodology

Description: This section provides an outline of the InnovidXP approach, providing insights about the methodologies themselves as well as more detailed explanations about several functions like the calibration process, the lag model, and control groups; see the articles in the table below:

Article Details
Methodology Overview Compares InnovidXP's approach to our three key methodologies: Spike linear model, impression-based linear, and CTV/OTT.
Approach to Linear TV Attribution Describes our approach to linear attribution and outlines how the probabilistic spike model works vs. the linear impression-based model.
How InnovidXP Captures Responses

Explains how responses are captured and calculated in InnovidXP.

Viewing Attribution Results After Reloading Data Outlines why your attribution results may change after reloading pre- or post-logs to your XP platform.
Apportioning Credit Across Impressions and Platforms An overview of how we do this as part of our approach to measuring outcomes.
Calibration Process Overview

Describes the InnovidXP calibration process and what it involves.

Lag Model Overview Explains how the Lag Model operates, when to apply it, and the effects on multiple spots and digital.
Extrapolation Overview Provides an overview of the InnovidXP extrapolation model and why it is used.
Hybrid Approach Overview Overviews the InnovidXP hybrid approach and explains why it is used and how it works.
Approach to Seasonality in Attribution Outlines how InnovidXP deals with seasonality in our attribution method.
Control Group Overview

Overviews control groups and explains how and why control groups are used in InnovidXP.


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