AdRoll Partners with Innovid to Deliver Independent, Outcome-Based CTV Measurement (MarTech360)

AdRoll, the AI-powered connected advertising platform designed for growth-focused marketers, has announced a strategic partnership with Innovid, the leading independent software platform for ad creation, delivery, measurement, and optimization. Through this collaboration, InnovidXP is now integrated into AdRoll's Connected TV (CTV) offering, giving marketers independent, outcome-based insights into how CTV contributes to reach, frequency, and business performance.

AdRoll recently broadened its multi-channel platform to enable digital marketers to fully integrate CTV into their full-funnel advertising strategies. With AI-driven targeting, premium inventory access, and identity integrations, AdRoll's CTV solution delivers precision and scale. To complement these capabilities, AdRoll partnered with Innovid to provide advertisers with independent, verifiable proof of CTV's effectiveness.

"Launching CTV was a natural extension of our platform, but proving its value to clients required a measurement partner we could trust," said George Castrissiades, general manager of CTV at AdRoll. "With InnovidXP, we can give advertisers independent, outcome-based insights that show exactly how CTV contributes to their goals-from reach and frequency to real business outcomes."

Following a successful pilot phase earlier this month, AdRoll is now rolling out InnovidXP measurement across its CTV campaigns. Early adopters include well-known brands such as OpenTable and Texas Peak Group, the Australian distributor for Brooks Running.

"AdRoll helps us run effective retargeting and prospecting campaigns beyond the major ad platforms, while also giving us access to CTV in the same place," said Lydia Teh, digital marketing manager at Texas Peak Group. "It has allowed us to centralize campaign management, improve reach, and gain clearer visibility into performance through unified reporting. Combined with the proactive support team, it's helped us drive both new customer acquisition and stronger returns from existing audiences."

By incorporating InnovidXP, AdRoll ensures advertisers benefit from transparent, unbiased measurement of campaign effectiveness, validated by a trusted third party. This partnership not only enhances campaign accountability but also strengthens marketers' confidence in their advertising investments.

"CTV is one of the fastest-growing channels in advertising, but proving its impact requires independent, outcome-based measurement," said Patrick Rubin, vice president of enterprise sales at Innovid. "By choosing InnovidXP, AdRoll is giving its clients real-time transparency into performance, ensuring every campaign is accountable, efficient, and driving measurable business results."