Action Export Use Cases

• Link actions with groups of OTT impressions with similar characteristics
• Create a summary of outcome probabilities at an aggregated level

• Create a summary of outcome probabilities at an aggregated level

• Identify individual users in any reporting period who have taken an action, as long as the probability value in the export is taken into account
• Analyze spots with similar characteristics that drive specific actions

In exceptional circumstances, you may see actions in the granular action export before the advert spot has aired. This is a consequence of the impression-based linear modeling approach, where the exports are used outside their supported use case (see table above). This is because while responses and sales from viewers inside the linear impression-based panel are deterministically attributed, InnovidXP upscales these matched responses, so our reporting represents the full market.

InnovidXP exports are designed to align with the aggregated results in the platform and to analyze outcomes across spots with similar characteristics. The totals represent the likely impact of the campaign across the full market. However, action exports are not intended for use with Impression-based Linear, except for aggregate attribution analysis. This is because response exports are not suitable for direct connection to CRM data sets for analysis or activation purposes. These use cases are unsupported and might display actions before the spot has aired. 

The following diagram outlines how this can sometimes happen:

1. Observed outcomes from the InnovidXP panel are linked to the ad impression defined by the time of the aired spot, hour six as indicated in the diagram.
2. Modeled outcomes for any day are distributed over the day, reflecting the shape of responses seen.
3. Total aggregated outcomes in the exports align with totals in the InnovidXP platform.