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Innovid Unveils Atom, End-to-End Ad Platform for Online and TV

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Online video advertising company Innovid unveils Atom today, a video advertising platform that can be integrated with other third-party solutions. Aiming to solve the problem of complexity in cross-platform video ad campaigns, Innovid created Atom to let customers use Innovid's own technology as well as preferred third-party systems. Innovid says Atom "was designed with a fully agnostic, neutral approach to media."

The Atom platform aims to reduce complexity by letting advertisers manage video campaigns for multiple devices, including TVs, from one place. The platform offers targeted delivery and addressable ad serving, so advertisers can deliver their messages to exactly the right people.

To assure buyer confidence, Atom includes video verification that checks for brand safety, fraud, ad viewability, impression delivery, video content verification, and ad blocking software. Analytics show impressions and completion rates, as well as engagement, awareness, and brand lift metrics.

It's Atom's open platform, however, that might get it the most attention. Customers are free to integrate solutions from other vendors as suits their needs.

“Our open verification program, which integrates the leading verification solutions, is a great example of the open architecture and philosophy behind Atom,” says Tal Chalozin, Innovid's chief technology officer and co-founder. “This provides advertisers and agencies with complete protection that includes viewability, fraud, ad blocking, page-level and video player content detection, while allowing them to maintain pre-existing relationships with their verification vendors."

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