Innovid has launched a certification programme aimed at ensuring the smooth operation and accurate measurement of third-party advertising in live streaming environments, with a particular focus on live sports broadcasts.
Major publishers including Disney, FOX, NBCUniversal, and Paramount have completed the certification process, which addresses the increasing complexities associated with live content moving to streaming platforms.
Live streaming complexities
The shift from traditional broadcasting to live streaming has brought new challenges for advertisers and publishers.
Live events can experience traffic surges, leading to delivery issues that may disrupt advertising and result in lost impressions. Innovid's new programme seeks to mitigate these problems by subjecting publishers to hands-on testing that simulates the unpredictable nature of live sports inventory, which differs significantly from video-on-demand environments.
Certification process
Under the certification, each publisher must pass a series of live scenario tests. These tests are structured to confirm reliable ad delivery under high demand. Publishers must demonstrate that their infrastructure can scale automatically during events, preventing dropped ad requests and ensuring that all ads are served as intended. Accredited impression measurement and validated technical specifications form part of the requirements, aiming for consistent and independent metrics that brands can rely on.
Verified measurement
Trust and transparency have become priorities for marketers investing in live streaming, particularly in sports where audience attention peaks. The certification ensures that ad impressions are tracked in line with Media Rating Council standards, independently verifying delivery and engagement. This gives brands confidence that their spend on live formats is accurately measured and evaluated, equivalent to existing standards in video-on-demand.
Industry collaboration
The programme intends to improve collaboration between advertisers and publishers by setting transparent standards for live sports advertising. The focus has been on impression-level accuracy and verified creative and tag details.
By providing independent measurement and addressing live delivery complications, the certification aims to make live sport adverts more reliable for brands seeking to reach audiences during major events.
Publisher participation
Disney, FOX, NBCUniversal, and Paramount are the first publishers to complete the process, extending it to cover live sports as well as general live streaming content. Discussions around expanding the scope of the programme to additional areas, such as advanced creative solutions in live environments, are ongoing.
"Disney's leadership in live sports and entertainment has always been driven by innovation - for advertisers, consumers, and the marketplace at large. After launching the industry's first live content certification programme for demand-side platforms, we've continued to expand how brands can capture real-time engagement around the most dynamic, culture-defining stories. Through this recognition with Innovid, we're continuing to advance how brands and audiences connect with Disney during every can't-miss live moment," said Lexi Swift, VP of Addressable Sales, Disney.
