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Data

Innovid launches pixel-free purchase attribution platform

Platform connects TV ad exposures to sales lift using 18 billion annual transactions

Luis Rijo

• 5 min read

Innovid expanded its measurement capabilities on June 11, 2025, launching purchase attribution within the InnovidXP platform that connects converged TV advertising directly to sales outcomes without requiring pixel implementation. According to the company's announcement, marketers can now measure ad performance based on sales lift, return on ad spend, and incrementality across billions of in-store and online purchase transactions.

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The update enables direct correlation between TV ad exposures across direct insertion orders, programmatic buys, live sports purchases, and streaming placements with actual purchase behavior. Affinity Solutions serves as the inaugural partner supporting InnovidXP's expansion into sales-based performance metrics, contributing deterministic data from 18 billion annual online and in-store credit and debit card transactions from more than 95 million consumers.

According to Christopher Murphy, Senior Vice President of Strategy & Business Development at Innovid, the integration addresses advertiser demands for accountability in media investments. "By integrating Affinity Solutions' industry-leading dataset into InnovidXP, we're giving marketers the ability to prove and improve the real-world business impact of every ad dollar spent," Murphy stated in the announcement.

Summary

Who: Innovid, an independent advertising technology platform, partnered with Affinity Solutions to launch purchase attribution capabilities. Early adopter PMG advertising agency tested the solution for quick-service restaurant campaigns.

What: InnovidXP platform expansion enabling pixel-free purchase attribution that connects TV advertising exposures directly to sales lift, return on ad spend, and incrementality metrics using 18 billion annual transaction records.

When: June 11, 2025, with announcement made at 9:00 AM Eastern Daylight Time. PMG already completed beta testing showing 25x more attributed revenue and 4.3% incremental sales lift.

Where: Platform operates across online, in-app, and in-store purchase environments, covering direct insertion orders, programmatic buys, live sports advertising, and streaming placements throughout United States and United Kingdom markets.

Why: Addresses advertiser demands for greater accountability in media investments by proving real-world business impact of advertising dollars spent, particularly for categories requiring offline conversion measurement like restaurants, retail, automotive, grocery, and hospitality.

The new offering particularly benefits categories where offline and in-store conversion remains essential, including quick-service restaurants, retail, automotive, grocery, and hospitality sectors. Advertising agency PMG already leveraged InnovidXP's pixel-less purchase outcomes offering powered by Affinity Solutions to measure quick-service restaurant campaign impact, according to the announcement. Results included 25 times more attributed revenue, 55 times more attributed transactions, and a 4.3% incremental sales lift.

Mike Treon, Head of CTV & Strategy at PMG, noted the capability enabled mid-campaign optimization. "With this expanded view, we were able to pinpoint exactly what was working and adjust strategy mid-flight to maximize business impact," Treon explained in the press release.

The privacy-safe integration establishes InnovidXP as an independent measurement platform providing granular visibility across creatives, publishers, placements, and designated market areas. The system moves beyond traditional metrics like clicks and impressions to track campaign touchpoints through actual purchase conversion, according to the announcement.

The launch represents Innovid's continued development of advanced measurement capabilities following its merger with Flashtalking earlier this year. Innovid previously introduced Harmony Frequency in July 2024 to address frequency management challenges across connected TV and digital advertising channels, according to industry coverage.

The timing coincides with broader industry movement toward purchase-based attribution. Measurement company iSpot launched a similar attribution solution in March 2025 connecting verified ad delivery to business outcomes in near real-time, highlighting the competitive landscape.

Attribution accuracy remains a critical challenge as privacy regulations restrict traditional tracking methods. Institute of Practitioners in Advertising research indicates marketing effectiveness measurement requires combining multiple approaches including marketing mix modeling, experimentation, and attribution methodologies, according to recent analysis.

Ken Barbieri, Senior Vice President of Business Development at Affinity Solutions, emphasized the partnership's value in connecting media exposure to business outcomes. "Through our partnership with Innovid, marketers can now link TV campaigns to actual consumer purchases – online and in-store – with a level of precision and speed that empowers smarter decisions and stronger results," Barbieri stated.

The InnovidXP platform enhancement builds upon an existing data ecosystem including source-direct, Media Rating Council-accredited digital impression data from the Innovid ad server, integrations with leading app platforms, and demographic data providers. The pixel-free approach eliminates traditional implementation barriers that previously required technical setup across advertiser websites or applications.

Affinity Solutions provides comprehensive consumer spending data across the United States and United Kingdom through exclusive access to fully permissioned data from over 150 million debit and credit cards. The company's proprietary artificial intelligence technology, Comet, transforms purchase signals into actionable insights for business and marketing optimization.

The platform's deterministic approach differs from probabilistic attribution models by using actual transaction data rather than statistical estimation. This methodology provides concrete evidence of purchase behavior directly tied to advertising exposure, according to the technical specifications outlined in the announcement.

Innovid operates as part of Mediaocean's advertising infrastructure ecosystem, connecting to industry core systems for omnichannel planning, buying, and billing processes. The company maintains global operations across the Americas, Europe, and Asia Pacific regions, serving clients through proprietary technology and strategic partnerships.

The purchase attribution capability addresses longstanding challenges in television advertising measurement where proving direct sales impact remained difficult. Traditional television metrics focused on reach, frequency, and awareness rather than bottom-funnel performance indicators tied to revenue generation.

Programmatic advertising growth reached 72% in 2025, with reach and frequency metrics leading marketing priorities at 70%, followed by conversion rates at 69%, according to industry data. The importance of cross-channel measurement becomes evident as 80% of marketers emphasize the need for deduplicated reach and frequency measurement in programmatic environments.

The implementation enables measurement at household level across online, in-app, and in-store outcomes without compromising consumer privacy. The system aggregates transaction data while maintaining individual anonymity through advanced privacy-preserving techniques developed in partnership with Affinity Solutions.

The attribution capabilities provide marketers with granular performance data broken down by creative variations, publisher placements, geographic markets, and demographic segments. This level of detail enables optimization decisions based on actual purchase behavior rather than proxy metrics typically associated with upper-funnel advertising objectives.

According to the announcement, the system provides continuous measurement throughout campaign lifecycles rather than post-campaign analysis. This real-time approach enables budget reallocation and creative optimization while campaigns remain active, potentially improving overall performance outcomes.

The launch positions Innovid to compete with other independent measurement providers in an increasingly complex advertising technology landscape. As privacy regulations continue restricting traditional tracking methods, solutions offering purchase-level attribution without technical implementation requirements provide competitive advantages for both platforms and advertisers.

The development reflects broader industry trends toward accountability and transparency in advertising measurement. Measurement accuracy concerns have driven innovation in attribution methodologies as traditional cookie-based tracking faces technical and regulatory limitations, according to multiple industry reports.

Timeline

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