Purpose
InnovidXP has expanded its reach and frequency capabilities to include display and audio, extending measurement coverage beyond CTV, digital video, and linear TV and delivering a complete omnichannel view of performance. This enhancement brings display and audio measurement into the same performance-grade methodology as video, CTV, and linear, delivering a holistic and deduplicated view of reach, overlap, and frequency.
Key benefits
Unlock a unified cross-channel view to:
- Measure true, deduplicated reach across display and audio to understand the actual reach these ad formats deliver within the media mix.
- Gain more accurate publisher-level overlap insights by accounting for display and audio exposures alongside video and CTV.
- Provide visibility into how display and audio delivery correspond with reach and frequency patterns across other channels.
- Improve in-channel optimization using a centralized view of cross-channel performance to prevent over-saturation and inefficient delivery.
- Plan more effectively across channels with a unified view of reach, frequency, and overlap to inform smarter budget allocation.
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Publisher considerations
Measurement capabilities may vary across publishers and platforms based on available integrations and signal accessibility. Innovid continues to work closely with partners to expand measurable coverage and support.
Please consult your Innovid account lead for guidance on supported measurement capabilities, coverage considerations, and best practices for your specific campaign setup.
Viewing display and audio data
Results are displayed in the Measurement dashboards, and you can filter by Ad Format - Video, Audio, Display, or total (All) - to analyze reach and frequency across specific channels.
Omnichannel measurement applies the same proven methodology as our video measurement, ensuring consistency, accuracy, and reliability across all formats and devices.
You can use the filters and dropdowns to refine the view. For example, to view audio impressions only for each publisher:
- Select Audio as the ad format.
- Select Publisher from the Dimension dropdown.
- Select Impressions from the Metrics dropdown.
This example shows data for the current Week, but you can switch to Day, Month or Total:
Lookback window
- It is possible to view historical data without a manual backfill. Once display and audio are enabled for a report covering a historical period, the platform will automatically reprocess the data to add those impressions to the dashboard.
- The maximum lookback window for this data is 6 months.
- Data typically follows the standard weekly processing cadence. If audio is enabled for a historical reporting period (e.g., Q4 2025), the report will be reprocessed and audio impressions will be incorporated into the existing dataset.
FAQs
If a self-service client adds audio to their campaign mid-flight, how do these impressions get added to their reach and frequency section?
If a client decides to expand their campaign by adding audio mid-flight, our platform provides the flexibility to integrate those new insights without disrupting existing reporting. The seller or needs to notify their TPM lead who will enable this & update the report configuration to include the new channel. Once configured, the dashboard updates to display multi-channel filters and dropdowns, provided the audio data is available.
Do display and audio impressions appear in the Overlap Venn diagram?
The Venn diagram focuses on cross-channel reach across OTT and linear and does not currently include display or audio impressions. These formats are still captured and available elsewhere in XP reporting.
Are there podcast limitations?
Yes, certification and what we can ultimately measure in XP vary by publisher based on the data they pass back to us. Contact Innovid for information on a specific publisher.
How are companion banners measured in XP?
Companion banners are captured as display impressions within InnovidXP, ensuring they are reported independently from the corresponding audio exposure. While these banners are served via VAST tags alongside audio creatives at the placement level, our platform logs and measures them as distinct display ads with their own unique metrics. Consequently, reporting provides visibility into these formats separately rather than linking them directly to the originating audio event.
While companion banners are not always a primary planning lever, they can provide incremental performance benefits when used alongside audio. Given their low operating cost, we typically recommend including them when available. For advertisers looking to go deeper, custom analysis can be scoped to further evaluate impact.