Innovid Media

Overview

Innovid is a connected TV (CTV) and video advertising technology platform that powers interactive ad creative delivery and measurement across streaming, digital video, and display environments. Originally focused on interactive video overlays, Innovid expanded through its acquisition of TVSquared to cover cross-screen TV attribution. Publisher sites and ad networks may load Innovid scripts to serve video ad units and collect engagement measurement data for advertiser campaign reporting.

What This Script Does

Innovid scripts are delivered via ad server tags or publisher integrations. The primary script (innovid.js or tag fragments loaded from innovid.com or ispot.tv domains) handles interactive video ad rendering and engagement event capture.

Cookies Set by Innovid:

• innv_uid — persistent cross-site user identifier, third-party, typically 30–365 days; set under innovid.com domain; used to recognize the same user across publisher sites for frequency capping and cross-site reach measurement
• innv_fc_[campaignid] — frequency cap counter cookie; tracks how many times the current browser has been shown a specific ad creative to enforce advertiser-configured frequency limits
• innv_seg_[segmentid] — audience segment membership marker; set when a user visits a page that triggers a specific advertiser audience segment

Data Collected Per Ad Impression:

• Video engagement events: impression (ad unit visible in viewport), video start, quartile completion milestones (25%, 50%, 75%, 100%), click-through, hover interactions on interactive overlays, mute/unmute, full-screen toggle
• Device and browser signals: user-agent, screen dimensions, browser language, timezone
• IP address (for geographic targeting and CTV household matching)
• Publisher page URL and ad slot identifier
• User identifier from innv_uid cookie (for cross-site reach and frequency metrics)

Network Requests:

• Ad creative requests to cdn.innovid.com for interactive VAST/VPAID ad units
• Event beacon calls to tracker.innovid.com for each engagement event
• Audience sync calls to pixels.innovid.com for cross-partner ID syncing

CTV Household Attribution:

• Innovid's TVSquared integration can match IP addresses to household identifiers to attribute TV ad exposures to website visits and online conversions, creating cross-device attribution profiles

IAB TCF Purposes: Purposes 1, 2, 3, 4, 5, 7, and 9 apply. Innovid is a registered IAB TCF vendor.

Innovid is a US company. EU data transfers rely on Standard Contractual Clauses.

Consent & Compliance

Innovid scripts are classified as marketing technology. Under GDPR Article 6(1)(a) and Article 5(3) ePrivacy Directive, the persistent cross-site user identifier, frequency cap cookies, and audience segment cookies require explicit prior consent. The cross-device household matching and CTV attribution capabilities involve processing that extends beyond standard web analytics into profiling under GDPR Article 4(4). Under CCPA/CPRA, the cross-site behavioral data and cross-device household matching constitute "sharing" of personal information for cross-context behavioral advertising under Cal. Civ. Code §1798.140(ah).

Should You Block This Without Consent?

Yes. Innovid scripts serve advertising content and collect cross-site behavioral data using persistent third-party cookies and household-level identity matching. These are marketing technologies that require prior consent under GDPR and ePrivacy rules.