Innovid
Innovid is a connected TV and video advertising platform, now part of Mediaocean, used to serve, personalise and measure video and CTV ad campaigns. On the web it places measurement and verification tags that record ad impressions, viewability, interactions and conversions, and it can apply frequency capping. Innovid is a United States company, so its tags are advertising trackers that profile viewers and transfer data to a third country, which means they require consent.
What does Innovid do?
What Innovid is
Innovid is an advertising technology platform focused on video and connected TV. Advertisers and agencies use it to serve interactive video creatives, personalise them, and measure performance across television, online video and display. When an Innovid tag is present on a website or in a video player, it acts as an ad serving and measurement layer rather than a tool the site uses for its own content.
What data and cookies Innovid processes
Innovid tags record ad delivery events such as impressions, video quartiles watched, clicks and interactions, along with technical signals like device type and IP derived location, and they can set cookies to apply frequency capping and to attribute conversions. These identifiers let Innovid recognise a device across the campaigns and properties where its tags run, which is how cross campaign measurement and capping work.
GDPR and ePrivacy implications
Innovid tags serve advertising and measure it across properties, so their cookies are not strictly necessary and require prior consent under article 5(3) of the ePrivacy Directive and a legal basis under GDPR article 6(1)(a). Because the measurement involves profiling a viewer across campaigns, legitimate interest is generally not sufficient, and the tags must stay blocked until the visitor accepts advertising cookies.
Data transfers and risk
Innovid is operated from the United States, so impression, interaction and device data collected from European viewers is transferred to a third country and must rely on the EU US Data Privacy Framework or standard contractual clauses. Combined with cross campaign profiling, this is high risk advertising processing that needs to be disclosed to viewers and documented in your records.
Practical compliance steps
Gate Innovid tags behind advertising consent in your CMP and confirm with developer tools that no Innovid cookie or measurement call fires before consent. Name Innovid and its purpose and the United States transfer in your privacy policy, sign the appropriate data processing terms, and align frequency capping and measurement retention with your stated purposes. Re test whenever a new campaign or creative adds tags.
Innovid and the GDPR
Innovid is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Innovid tags serve and measure advertising across properties, so their cookies are not strictly necessary and require prior consent under ePrivacy art. 5(3) and GDPR art. 6(1)(a). Legitimate interest is generally not adequate for cross property advertising measurement.
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive 2002/58/EC, TTDSG (Germany), LOPDGDD (Spain), LIL (France), CNIL cookie guidelines 2020
Impact assessment (DPIA)
Innovid profiles viewers across video and CTV campaigns and transfers measurement data to the United States, which is high risk advertising processing that usually warrants a DPIA under GDPR art. 35. Assess the cross campaign measurement, the device identifiers, the frequency capping, the retention and the transfer mechanism, and document the safeguards per campaign.
Sample text for your banner
With your consent, this website and its video ads use Innovid, an advertising measurement platform, to record ad impressions, interactions and conversions and to limit how often you see an ad. Innovid processes this data in the United States under standard contractual clauses. No Innovid cookie or measurement tag is activated until you accept advertising cookies, and you can change or withdraw your consent at any time.
What Innovid sets and contacts
- Tracking method
- Third party video and connected TV advertising serving and measurement tags and pixels
- Server location
- Operated by Innovid (United States), part of Mediaocean. Ad serving and measurement data are processed in the US.
- Data transferred outside the EU
- Innovid is a United States company, so impression, interaction and device data collected from European viewers is transferred to the US. Any such transfer must rely on the EU US Data Privacy Framework or the European Commission standard contractual clauses.
Cookies set (2)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| _innovid_uid | Third party, persistent | 1 year | Stores a device identifier used by Innovid to measure ad impressions and interactions and to apply frequency capping across campaigns. |
| innovid_freq | Third party, persistent | 30 days | Stores frequency capping data so the same ad is not shown too often. |
Third-party domains contacted (3)
innovid.comdts.innovid.coms.innovid.com
Frequently asked questions about Innovid
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Which cookies does Innovid set?
Innovid sets advertising cookies that store a device identifier used for frequency capping and to attribute video ad impressions, interactions and conversions across campaigns. They are measurement and advertising cookies, not strictly necessary ones, and they recognise a device wherever Innovid tags run.
Do I need consent to use Innovid?
Yes. Innovid tags serve and measure advertising across properties, so they require prior consent under article 5(3) of the ePrivacy Directive. Keep them blocked in your consent banner until the visitor accepts advertising cookies.
What is the legal basis?
Loading Innovid measurement tags relies on the visitor consent of GDPR article 6(1)(a) and ePrivacy article 5(3), because they profile a viewer across campaigns. Legitimate interest is generally not adequate for cross property advertising measurement.
Does Innovid transfer data to the United States?
Yes. Innovid is a United States company, so impression and device data from European viewers is transferred to the US under the EU US Data Privacy Framework or standard contractual clauses. Disclose this in your privacy policy.
Do I need a DPIA?
Usually. Cross campaign advertising measurement with device identifiers and US transfers is high risk under GDPR article 35. Assess the profiling, the capping, the retention and the transfer before allowing the tags.
How do I implement Innovid compliantly?
Block Innovid tags until advertising consent, verify no Innovid cookie fires before acceptance, disclose Innovid and the US transfer, and agree appropriate data processing terms. Keep frequency capping and measurement retention aligned with your stated purposes.
What are the alternatives to Innovid?
Other ad serving and measurement providers include Google Campaign Manager 360, Flashtalking and Adform, each with its own consent and transfer profile. For lower risk, prefer measurement that stays within the EU or relies on aggregated, consented data.
How do I keep my cookie policy up to date with Innovid?
List Innovid, its measurement cookies, its purpose and the United States transfer in your cookie policy, and review it whenever a campaign adds new Innovid tags. Remove the entry when the campaigns end and the tags are no longer served.
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