Innovid is integrating TVSquared’s audience and outcomes measurement, acquired earlier this year, into its ad serving, data and creative personalization platform under the name InnovidXP, with Dentsu as an early endorser.

The new measurement tool will be driven by more than a billion TV impressions from 95 million households processed daily, according to an Innovid statement. Innovid’s ad serving, which is accredited by the Media Rating Council, covers 88% of U.S. converged TV homes and is integrated with technology that personalizes ad creative, according to the company.

The move comes only one quarter after Innovid closed its acquisition of TVSquared.

The company is also interested in seeking MRC accreditation for the audience and outcomes measurement capabilities of InnovidXP once the group’s recently published draft standard on outcomes and data quality becomes final, said Jo Kinsella, president of TVSquared by Innovid.

Dentsu is an early endorser of InnovidXP. “Cross-platform TV measurement, powered by ad serving technology seamlessly creates the most complete picture of the TV ecosystem, addressing a big gap for advertisers in the converged TV marketplace,” Celeste Castle, executive VP and head of research and measurement at Dentsu, said in a statement. “It’s about finding the right data, creatives, investments and video mixes to effectively and efficiently reach audiences that are dispersing across platforms, channels and screens.”

Brands can use InnovidXP to measure and manage both linear and CTV placements—analyzing reach and outcomes across every platform, including “walled gardens,” Innovid said in its statement.

'This technology is future proof'

TVSquared and Innovid haven’t figured as prominently as other Nielsen rivals such as Comscore, VideoAmp and iSpot.tv in recent trials of alternative deal currencies. But InnovidXP “extends beyond currency, encompassing the full breadth of cross-platform analytics,” including outcomes such as sales lift, according to Innovid's statement.

The product will provide a unified view of TV campaigns, be they linear or streaming. It doesn’t require use of tags, and it includes household and person-level data across all 210 U.S. designated market areas as well as in global markets, the statement said.

Innovid serves TV ads for 40% of the top 200 brands globally, with TVSquared having brought a similar client footprint, which also includes hundreds of smaller clients, Kinsella said.

“Many brands come to us and ask, ‘What if I’m airing on 22 streaming platforms, and I’m doing local and national linear?’ And we say, ‘It doesn’t matter,’” Kinsella said, because Innovid and TVSquared can measure across all of that. “I don’t think people in this industry understand, no matter how much I’ve tried to explain.”

InnovidXP doesn’t require tags, pixels or cookies in ads, Kinsella said, because Innovid already serves the ad creative. "So not only can we now map creative personalization all the way through to attribution and outcomes," she said, "but this technology is future proof in that we don’t need ad logs or web tags or pixels."

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CORRECTION: A previous version of this story incorrectly reported Dentsu as a user of Innovid's measurement tool.