Innovid Corp. announced the launch of its Live Content Certification Program - an initiative designed to ensure seamless, reliable, third-party ad serving and measurement in live streaming environments, including sports. Disney, FOX, NBCU, and Paramount are the first publishers to start and complete certification, including support for live sports inventory.
With live content continuing its shift to streaming, marketers need trust, transparency, and accreditation to maximize engagement and return on investment. While Innovid already supports ad serving in live environments, this certification program stress- tests the unique needs of those environments in scenarios designed to isolate live inventory from video-on-demand (VOD). Publishers undergo hands-on testing that simulates the complexity of live sports.
The result is MRC-accredited impression measurement, verified creative and tag specifications, and independent measurement capabilities, ensuring a frictionless ad experience for brands investing in live sports. Innovid's Live Content Certification Program is designed to strengthen collaboration between advertisers and publishers by ensuring greater transparency, reliability, and performance in live sports streaming. Protect Advertisers from Lost Impressions: Live events can create unpredictable traffic spikes that lead to dropped ad requests and missed opportunities.
By working closely with publishers to automatically scale server capacity during high-demand events, Innovid helps ensure ads are delivered as intended, and that advertisers receive accurate impression-level measurement in live environments. Ensure Seamless, Real-Time Ad Delivery: By validating creative and tag specifications required for each publisher's live streaming setup, Innovid helps eliminate common points of failure or delays that can disrupt real-time delivery. This gives advertisers confidence that their messages will reach audiences during the moments that matter most.
Provide Independent Measurement: The certification process provides brands with independent measurement of live sports streaming campaigns, giving them confidence that their investment in live sports inventory is accurately tracked, optimized, and aligned with industry standards. The first phase of Innovid's Live Content Certification program focuses on ensuring seamless ad delivery and measurement in live sports environments. This includes hands-on testing, verifying creative specifications, and analyzing impression and measurement tracking to ensure accuracy.
Looking ahead, the program will expand to additional areas of opportunity for advertisers, including advanced creative.
