NEW YORK, August 14, 2024 (Newswire.com) – Infillion, a full-service media platform that helps advertisers elevate their media plans with cookieless data, advanced formats, and guaranteed attention, today launched IDVx, a first-to-market solution that brings scalable and measurable premium interactive video, including shoppable ads, across CTV, desktop and mobile. With IDVx, advertisers no longer have to make a trade-off between high-performance creative and efficient programmatic scale.

Powered by Infillion’s best-in-class interactive creative and TrueX’s more than 12 years of industry-leading performance, including high-levels of attention, brand lift, and conversion, IDVx creates a new industry standard in video engagement. Tailored for digital and video buyers with KPIs at any stage in the purchase funnel, IDVx optimizes campaigns to drive higher brand lift and purchase intent, achieving a 2% interaction rate and a 90%+ video completion rate benchmark, as well as CPA metrics.

“As linear TV viewership wanes, advertisers are looking for a high-performing alternative that delivers measurable outcomes and ROI,” said Laurel Rossi, CMO and CRO at Infillion. “Infillion’s TrueX pioneered the focus on attention and interactivity for video ads more than 12 years ago. We know the difference between engagement and fly-by, inadvertent clicks. Advertisers have wanted a scalable performance-driven, creative experience. We’re now able to meet that demand with IDVx, which combines Infillion’s immersive creative capabilities and MediaMath’s programmatic technology.”

Features of IDVx include:

• Premium engagement at scale: Create interactive experiences optimized for every environment and platform within the largest curated supply of premium inventory via MediaMath Marketplace.
• Impactful, turnkey creative via Infillion’s in-house creative studio: Achieve faster time-to-market (under one week of creative turnaround time) and deliver engaging consumer ad experiences with award-winning, interactive creative. Ads can be made shoppable on all devices with scan/click to site or cartfunctionality.
• Precise, data-driven performance: Reach the right audience with Infillion’s unique proprietary data, including the largest diversified panel of first-party location data and 100% opted-in zero-party data, for increased engagement. Media buyers can also build custom audiences by layering in their own CRM and third-party data for expanded reach.

Based on a beta test, Cint, a global software leader in digital insights and research technology, found IDVx campaigns resulted in a 7% increase in product awareness, an 8% lift in product familiarity, and a 6% lift in purchase consideration.

IDVx is Infillion’s first new product since it acquired MediaMath in 2023, and the only product in the category that delivers interactive ad formats that work across premium supply at scale. Over the last 15 years, Infillion has built 30,000 interactive ads and run 45,000 campaigns across mobile, desktop, and CTV.

To learn more about Infillion’s IDVx, please visit https://infillion.com/media/idvx/.

About Infillion
Infillion is the only global media buying platform, combining the power of MediaMath’s industry-leading data and technology with the unrivaled performance of TrueX’s interactive video and CTV technology. Infillion works with more than 1,400 of the world’s leading agencies and brands with premium managed- and self-service cookieless media solutions that deliver guaranteed attention in an increasingly opaque media environment. Infillion is headquartered in New York City, and also owns Gimbal location-based technology, InStadium, NeXt, Analytiks.ai and Phonic. Infillion can be found online at www.infillion.com. The company is one of the most awarded tech companies in the media, marketing, and advertising industries and is one of Fast Company’s Most Innovative Companies 2024.

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“It’s phenomenal to see the Infillion team’s efforts recognized with yet another spot on the Inc. 5000 list,” says Rob Emrich, founder and executive chair, Infillion. “I’m in awe of the whole team’s ability to seize upon cutting-edge trends and develop future-forward solutions for an advertising landscape that’s changing faster than we ever imagined.”

The Inc. 5000 class of 2024 represents companies that have driven rapid revenue growth while navigating inflationary pressure, the rising costs of capital, and seemingly intractable hiring challenges. Among this year’s top 500 companies, the average median three-year revenue growth rate is 1,637 percent. In all, this year’s Inc. 5000 companies have added 874,458 jobs to the economy over the past three years.

For complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, location, and other criteria, go to www.inc.com/inc5000. All 5000 companies are featured on Inc.com starting Tuesday, August 13, and the top 500 appear in the new issue of Inc. magazine, available on newsstands beginning Tuesday, August 20.

“One of the greatest joys of my job is going through the Inc. 5000 list,” says Mike Hofman, who recently joined Inc. as editor-in-chief. “To see all of the intriguing and surprising ways that companies are transforming sectors, from health care and AI to apparel and pet food, is fascinating for me as a journalist and storyteller. Congratulations to this year’s honorees, as well, for growing their businesses fast despite the economic disruption we all faced over the past three years, from supply chain woes to inflation to changes in the workforce.”

Infillion has had a banner year, from its groundbreaking acquisition of MediaMath last fall to its relaunch of the programmatic platform in April. The company now offers clients a fully multiplatform digital advertising solution across mobile, connected TV, desktop, and digital out-of-home including the largest live sports network in the U.S. Infillion was honored earlier this year with a spot on Fast Company’s Most Innovative Companies list, an inclusion within Gartner’s Market Guide to Ad Tech Platforms, and has been named Agency of the Year by the IAC Awards for winning 28 honors for 14 campaigns, including work for Porsche, Intel, and the U.S. Navy.

“At Infillion, we’ve been innovating in the attention-based advertising space for a decade, and we’re simultaneously able to stick to our longstanding principles and pivot deftly when the winds change,” says Angela Birkemeier, chief financial officer, Infillion. “It’s an honor to be recognized by the Inc. 5000 any year, but eight years in a row is a true rarity, and shows the Infillion team’s commitment to meaningful and sustainable growth.”

More about Inc. and the Inc. 5000

Methodology
Companies on the 2024 Inc. 5000 are ranked according to percentage revenue growth from 2020 to 2023. To qualify, companies must have been founded and generating revenue by March 31, 2020. They must be U.S.-based, privately held, for-profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2023. (Since then, some on the list may have gone public or been acquired.) The minimum revenue required for 2020 is $100,000; the minimum for 2023 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Growth rates used to determine company rankings were calculated to four decimal places.

About Infillion
Infillion is the only global media buying platform, combining the power of MediaMath’s industry-leading data and technology with the unrivaled performance of TrueX’s interactive video and CTV technology. Infillion works with more than 1,400 of the world’s leading agencies and brands with premium managed- and self-service cookieless media solutions that deliver guaranteed attention in an increasingly opaque media environment. Infillion is headquartered in New York City, and also owns Gimbal location-based technology, InStadium, NeXt, Analytiks.ai and Phonic. Infillion can be found online at www.infillion.com. The company is one of the most awarded tech companies in the media, marketing, and advertising industries and is one of Fast Company’s Most Innovative Companies 2024.

About Inc.
Inc. Business Media is the leading multimedia brand for entrepreneurs. Through its journalism, Inc. aims to inform, educate, and elevate the profile of our community: the risk-takers, the innovators, and the ultra-driven go-getters who are creating our future. Inc.’s award-winning work achieves a monthly brand footprint of more than 40 million across a variety of channels, including events, print, digital, video, podcasts, newsletters, and social media. Its proprietary Inc. 5000 list, produced every year since its launch as the Inc. 100 in 1982, analyzes company data to rank the fastest-growing privately held businesses in the United States. The recognition that comes with inclusion on this and other prestigious Inc. lists, such as Female Founders and Power Partners, gives the founders of top businesses the opportunity to engage with an exclusive community of their peers, and credibility that helps them drive sales and recruit talent. For more information, visit www.inc.com.

For more information on the Inc. 5000 Conference & Gala, to be held from October 16 to 18 in Palm Desert, California, please visit http://conference.inc.com/.

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Through this integration of Experian’s identity graph, Infillion can further support agencies and brands with their marketing campaigns. Experian’s identity graph includes data on more than 126 million households, 250 million individuals, almost 500 million MAIDs (mobile ad IDs), and 200 million CTV IDs. This robust source of data empowers marketers to connect with their desired audiences and measure their campaign performance accurately.

“Impeccable service and leading technology have been at the heart and core of our offering, and with Experian, we’re embarking on a significant advancement in bolstering our advertising capabilities by integrating its identity graph into the Infillion platform,” said Ben Smith, VP of Product and Data Products at Infillion. “Our integration with Experian’s identity graph will equip Infillion’s customers with the best and most comprehensive identity solutions, enabling them to maintain a clear view of the complex consumer journey and drive campaign engagement, all within a cookieless environment. Through this collaboration, we’re well-positioned to effortlessly synchronize advertiser data.”

The collaboration between Infillion and Experian underscores a commitment to innovation and adaptability in an ever-evolving digital landscape. By harnessing the expertise and resources of both companies, advertisers can confidently navigate the complexities of this new identity ecosystem.

“This collaboration highlights Experian’s role in enhancing identity and reach within the ecosystem. It also reflects our shared dedication to innovation, adaptability, and offering advertisers a solid basis for data-driven advertising,” said Chris Feo, SVP of Sales and Partnerships for Marketing Services at Experian. “By integrating Experian’s comprehensive data capabilities with Infillion’s buying platform, we will have the roadmap to navigate today’s evolving identity landscapes with continued effectiveness and relevance.”

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The research report, called “Is CTR Really Dead? The State of Digital Advertising’s Most Famous Metric,” brings an analytical lens to rising concerns that we are entering a “zero-click” era. Using Infillion’s AI-powered Phonic survey technology, it found that consumers are getting more discerning about the value of the ads they see, how reputable they consider the brand, and how interruptive they perceive the ad to be. With social media and generative AI at consumers’ fingertips, there’s more they can do to learn about a brand beyond clicking on an ad. But they’re not permanently averse to it — they just need the right incentive at the right time.

The research report was released in conjunction with a success story from fitness wearables brand WHOOP, which worked with Infillion to raise click-through rates (CTR) on a recent TrueX campaign to 9.1%, over nine times the industry average, through a CTR optimization strategy that centered on making the ad’s call-to-action clearer and more obvious — and rewarding them with a special offer for clicking.

Among the findings in the study:

• 79% of consumers agree with the statement, “I see more ads than I used to,” but less than a third say they’re clicking on more ads than they were five years ago.
• Consumers are three times more likely to go directly to the brand’s website in a different browser window or use a search engine to look up the brand, than they are to click on the ad.
• 73% of consumers said that when they choose not to click on an ad it’s because they worry they won’t land on a safe page, and 78% said they don’t want the advertiser to track them.
• 63% of consumers said that when they make the choice to click on an ad, what makes them most likely to do so is that they already know about a brand and have been considering it.

“What consumers are saying loud and clear is that they’re tired of seeing their attention exploited, whether it’s through unwanted barrages of interruptive ads or messaging that they don’t entirely trust,” said Laurel Rossi, chief revenue officer and chief marketing officer, Infillion. “Our TrueX interactive streaming ads have been at the forefront of true attention-based advertising for over a decade now, but we’re always looking for fresh insights we can bring to our brand and agency partners. This research underscores the importance of giving consumers a meaningful incentive to click on an ad when there are so many other ways they could potentially learn about a product or service, and we’re regularly implementing this with our TrueX clients now.”

“TrueX was born to respect consumers’ time, attention and privacy — the trifecta required to overcome brand relevance issues and click fatigue. Brands on the platform are being rewarded with disproportionately high attention rates in a declining engagement environment,” said Rossi.

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This integration provides Walmart Connect with an off-the-shelf, future-proofed solution to scale its data and inventory monetization, while providing advertisers with unique proprietary data to optimize toward their campaign goals. Infillion’s data management solution enables Walmart Connect to scale its first-party audiences through Walmart DSP. In addition, Infillion’s customizable supply management tools, including curated marketplaces, allow advertisers to reach Walmart Mexico customers outside of owned and operated properties.

Walmart Connect will also gain access to Xgraph, Infillion’s proprietary identity graph equipped with over two billion digital touchpoints, and its comprehensive, agnostic identity solution stack empowering Walmart DSP to offer a non-comparable DSP platform in the LATAM market.

“Retail media is one of the fastest-growing sectors in advertising, and it’s also one of the biggest priorities for Infillion and our newly relaunched MediaMath technology,” said Laurel Rossi, Chief Revenue Officer, Infillion. “Our plans to bring global excellence to the programmatic marketplace by delivering superior CX and less wasteful, bespoke tech solutions has expanded our footprint into LATAM. This Walmart Connect partnership is certainly something we are very proud of.”

“For Walmart Connect, Walmart DSP will provide a solution to huge challenges that brands and agencies’ teams will face with the cookie deprecation process. Brands will begin to seek media with vast amounts of consumer purchase data, and we already have it through Walmart Audiences, which will also enable us to understand new audiences and potential new buyers for different categories. We are confident that Walmart DSP will help us and our business partners achieve all our shared objectives,” said Jonatan Fasano, Head of Product at Walmart Connect México.

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