Unlocking Greater Performance: Innovid x Meta

The Innovid Social team recently joined the Meta Performance Summit in San Jose, California as a partner, where Meta rolled out their core pillars for the upcoming year—diving into tangible strategies for advertisers to leverage their new capabilities.  

As a collaborative partner, Innovid solutions continue to support Meta’s advancements within our own Social Ads Management platform to provide a streamlined, unified platform for omnichannel advertising. Dive into the key takeaways below.

Data-Driven AI and Machine Learning

Meta is investing in—and advocating for—the use of high-quality data to power its numerous AI models (Lattice, Andromeda, Sequence Learning, GEM), to strengthen ad conversions, quality, and overall performance.

When paired with Innovid's Social Ads Manager, advertisers can centralize data from all social platforms, providing a cleaner, more comprehensive dataset for Meta's AI to learn from. Its rules-based automation engine and real-time triggers (think weather or live sports), provide Meta's AI with richer, more relevant "high-quality signals" that are tailored to specific campaign objectives. The ability to develop and traffic creative at scale means Meta's AI has a constant stream of fresh,  impactful ad variations to test and optimize, allowing its models to perform better.

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Evolving the Traditional Creative Workflow (Gen AI and Better Ad Understanding)

Meta's focus on gen AI, which includes video expansion, image animation, and text/background generation enables brands to leverage this technology to create diverse and scalable content –  from ideation to creation to optimization.  

When utilized alongside Innovid's tools tailor-made with omnichannel brand-centric creative scale at the corecreative at scale, advertisers can create and optimize faster (and better) than ever before. For example:  

• Faster Versioning at Massive Scale: Innovid excels at taking a core creative, whether it’s from Meta's gen AI tools or an agency's design, and dynamically generating thousands of variations to fit different placements, audiences, and real-time conditions. This complements Meta's drive for creative diversity and scale, especially for larger advertisers’ needs beyond SMBs.

• Creative Freedom & Brand Control: Innovid's creative intelligence ingests brand guidelines for application in generative capabilities across all publishers alongside open web, and CTV. This creates a crucial bridge between Meta's AI-generated flexibility and a brand's need for consistency and scale.

• Workflow Optimization from Edit to Execution: From bulk editing to automated optimizations, Innovid's Hypermode™ accelerates campaign builds and reduces time to market across Meta and beyond – empowering teams to focus more on strategy and less on manual tasks.  

While Meta's gen AI helps create individual assets, Innovid helps manage and scale the application of those assets across complex campaigns.

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"Fair Source of Truth" and Incrementality as the Ultimate Metric

Meta is evolving its attribution from click-based to calibrated MTA/incrementality experiments, seeking a "fair source of truth" across publishers and positioning incrementality as the "north star" for true business value. They are rolling out tools such as:

• Value Optimization: A tool that incorporates purchase values to optimize towards true ROI.

• Incremental Attribution: Through incrementality testing, advertisers can measure whether a conversion would have happened without the respective marketing touchpoint.

Innovid's platform directly supports and enhances Meta's push toward incrementality and a "fair source of truth” via various measurement initiatives, such as:  

• Cross-Publisher Measurement: By acting as a central hub for ad delivery and data across all social platforms, Innovid is uniquely positioned to help establish a more "fair source of truth." It provides a unified view of performance, enabling advertisers to analyze impact across publishers rather than relying solely on individual platform reporting.

• Incrementality Measurement: Innovid's ability to trigger ad variations based on external data means advertisers can run more precise A/B tests and lift studies. Innovid also provides incrementality at the holistic level across the digital ecosystem—working with our own incrementality scores and third-party measurement integration partners.

• Smarter Optimization with Real Metrics: By enabling BYOD (the ability to pull in third- party data, create custom metrics, and report and optimize off those numbers in real time) advertisers can layer these true brand results on top of Meta's Value Optimization objectives, ultimately contributing to a more accurate understanding of ROI.

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New Tools to Guide Performance and Optimization

Meta is introducing tools like Performance Scorecard, Opportunity Score, and streamlined Advantage+ to guide performance, offer real-time best practices, and automate campaign management.

Innovid's Social Ads Manager significantly enhances the utility of these Meta tools by acting as an execution layer for advanced automation and unified reporting, with:

• Automated Action Based on Insights: While Meta's tools identify opportunities and best practices (such as from the Opportunity Score), Innovid's rules-based engine can act on those insights automatically. For example, if a Meta Opportunity Score suggests a creative refresh, Innovid’s cross-publisher “creative fatigue” score can validate and trigger the ad to pause and swap in a refreshed version. Innovid is working to incorporate Meta’s scorecards where relevant alongside deeper, cross-publisher insights within Performance Dashboard.

• Complementing Advantage+: Innovid’s Social Automation” works in concert with Meta’s Advantage+. While Advantage+ optimizes within Meta's ecosystem, Innovid provides the creative scale and agility needed to feed the algorithm. Automation Hub provides cross-publisher automation and custom rules based on external triggers that Meta's native tools may not fully support, offering a more holistic automation layer.

• Improving The Customer Journey through Cross-Channel Optimization: Innovid recently announced Harmony Social, a solution that bridges the gap between CTV, digital video and social by activating strategies within Meta and other social media platforms based on holistic digital exposures and performance across CTV, video, audio and display. Advertisers can now expand meaningful, cross-channel reach and storytelling into the closed ecosystem.

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Adapting to Shifting Consumer Behavior:

Consumers often multitask across media, with 60% of media users simultaneously engaging with multiple forms of content. This is especially true for Gen Z, who are twice as likely to make purchases without clicking on ads. This behavior underscores the need for flexible and comprehensive measurement strategies.

Innovid directly addresses this complexity via:

• Dynamic Personalization & Advanced Video Capabilities: Innovid delivers more relevant ads to multitasking consumers, cutting through the noise through engaging, right time, right moment, video forward ads. This increased relevance can drive "non-click-based" brand recall and affinity.

• Cross-Channel Cohesion: Innovid's broader platform supports linking creative strategy on social campaigns with CTV, video, and display. This consolidated approach allows brands to deliver consistent messaging across the fragmented consumer journey, addressing the multitasking behavior and contributing to holistic brand impact that might not be directly attributable to a single click.

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Focus on the Creator Economy:

Instagram is a primary platform for creator and brand collaboration, highlighting its importance in Meta's advertising ecosystem. Innovid's Partnership Ads integration directly supports Meta's Creator Economy focus by measuring creator impact. By integrating partnership ads into the broader campaign structure, Innovid contributes to the overall measurement framework, helping to attribute performance back to specific creator content and campaigns.

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Innovid + Meta Unlocks Deeper Campaign Optimization

Innovid's social tools act as a sophisticated orchestration layer that sits above individual social platforms, enabling advertisers to implement Meta's strategic POVs—especially around data-driven AI, creative scale, and incrementality—with greater efficiency, control, and cross-publisher consistency, particularly for larger advertisers with complex needs.

For more information, or to get in contact with an expert from our team on how our solutions can work for you, reach out to us here.  

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