Getting Started With the InnovidXP Certification Process

Last Updated: November 17, 2025 16:50

Purpose

This article describes InnovidXP’s certification process. This certification ensures measurement quality control across inventory types and devices. The process comprises a functional and discrepancy test to ensure quality, that the pixel is firing correctly, and that reporting is as expected.

Note: The initial certification is a one-time process; however, if changes are made to the publisher's ad server and/or macros, Innovid should be notified to determine whether the changes will require recertification.

Why certification matters

InnovidXP publisher certification ensures quality control of attribution and measurement across platforms and devices. As an independent third-party measurement and attribution provider, we are deeply invested in ensuring the accuracy of data results on behalf of our clients.

Proactive publisher certification before the campaign launch can significantly reduce the number of data discrepancies and/or in-flight errors during tag rendering. Moreover, certification is a critical component of meeting industry-adopted Media Rating Council (MRC) standards.

Note: If we partner with a new ad server, we test to ensure all trackers (sometimes referred to as pixels) are firing correctly and reporting as expected.

Innovid collaborates with a diverse range of publishers, each with unique setups, so publishers are responsible for sharing information about their ad server technology and macros.

We may have previously certified other publishers that use the same ad server, but this does not mean that certification can be skipped. We treat every certification as unique, which means we require all relevant information for each one.

Self-service certification portal

The Innovid Certification Portal is a self-service platform that enables publishers to request certification for running Innovid tags on live campaigns and track the status of their certifications.

Format

Certification must be deployed separately for each publisher and DSP. These tags will be issued in a 1x1 format.

Steps for certification

Publishers or their representatives can submit certifications through the Publisher Operations Request Form and follow the status of their certifications at the Innovid Certification Portal.

Step 1: Complete the request form

Go to the Publisher Operations Request Form to submit your request.
Select Ad Measurement (InnovidXP) within the Select Service field.

Top tips

New Pixel

This is selected if the publisher wants to be certified for the first time. The publisher pixel will be generated and made available on the platform, allowing clients to obtain the pixel from users who wish to track publisher inventory through the InnovidXP product.
You can also create any additional pixels you want to make available on the platform, such as pixels for a specific client or campaign.

Modify & Replace Existing Pixel

This is selected if publishers need to change their pixel and replace it with an updated one.

Step 2: Complete the form

The following fields must be completed:

Field	Description
Publisher	Search for the publisher account.
Innovid POC Email	Enter the email address of your Innovid point of contact. They will be copied (cc’d) on any communication.
CC Email	Enter the email addresses of those you would like to be cc’d on any communication.
Pixel Type	Select a pixel type: Global (pixel can run in any location) TCF EU Compliant (pixel that includes GDPR macros) US IAB Privacy Compliant (pixel that uses the US privacy macro) Note: If you need two pixels, for example, one global and one TCF EU; you must submit separate requests as a different test will need to be performed depending on the pixel selection.
Ad Server	Enter your ad server name.
Placement Group ID/Name Macro	Enter the macro (placement group ID or name) from the ad server.
Creative ID/Name Macro	Enter the macro (creative ID or name) from the ad server.
Cachebuster Macro	Enter the macro (unique value token used to ensure that impressions are counted each time the pixel fires) from the ad server.
Privacy macros	Enter the opt-out (consent) macros if you have selected TCF EU Compliant or US IAB Privacy Compliant pixel type.
Dynamic Pixel	Select whether this is a dynamic pixel. This provides publisher-level data when running on DSPs by adding a macro to identify publisher sites to the pixels. Note: This only applies to impression pixel-based clients, not ad-serving clients.
Dynamic Macro	Enter the macro that sends the domain name or ID used to identify publisher sites.
Pixel Availability	Select whether this pixel can be available for any client or only for a particular client.
Client	Enter the client name when a particular client has been selected in the field above.
Comments	Add any other information that is important to the certification request.

Step 3: Submit the form

Select Submit to send the form.
After you have submitted the form, a confirmation email will be sent to you.

Step 4: Follow the status of your certifications

Sign up for the Innovid Certification Portal.
Go to the Ad Measurement tab and select Certification.

The certification test

Note: If a previously certified ad server or DSP is utilized, the certification test is skipped.

To ensure the certification test is complete for new requests, you must complete the requirements in the table below:

Requirement	Test
Metrics comparison	If you use an ad server that is not yet certified, the Support team will request that you run 1,000 impressions and send Innovid a report to review whether the numbers we receive on our end align and whether we are receiving the correct values from the macros. If any discrepancies arise, the team will assist in troubleshooting.