Comparison · Omnichannel ad measurement platform
vs Innovid.
Innovid measures ads with modeled attribution. IRCODE produces deterministic scan signal.
Side by side
Feature by feature.
- Attribution modelInnovidProbabilistic, modeled, panel-basedIRCODEDeterministic — declared scan event
- Surface scopeInnovidVideo / CTV / digital ad measurementIRCODEEvery surface — broadcast, print, OOH, retail, live
- Data ownershipInnovidVendor-owned attribution platformIRCODEPartner-owned scan-event log
- LatencyInnovidDays to weeks for attribution reportsIRCODEReal-time event in partner systems
- Brand surfaceInnovidInnovid platform brandIRCODEPartner brand only
- Performance pricingInnovidReach + frequency + modeled liftIRCODEScan, dwell, declared intent — performance tier
| Feature | Innovid | IRCODE |
|---|---|---|
| Attribution model | Probabilistic, modeled, panel-based | Deterministic — declared scan event |
| Surface scope | Video / CTV / digital ad measurement | Every surface — broadcast, print, OOH, retail, live |
| Data ownership | Vendor-owned attribution platform | Partner-owned scan-event log |
| Latency | Days to weeks for attribution reports | Real-time event in partner systems |
| Brand surface | Innovid platform brand | Partner brand only |
| Performance pricing | Reach + frequency + modeled lift | Scan, dwell, declared intent — performance tier |
"Modeled attribution is a guess. Scan is a fact."
— IRCODE · Locked competitive line
The summary
Where they end. Where we begin.
Innovid is the leader in modeled ad attribution. IRCODE produces a complementary class of data — deterministic, declared, first-party scan signal — that lives in the partner's data warehouse, not a vendor platform. Use both: Innovid for reach and modeled lift; IRCODE for declared performance signal.
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