New Initiative Sets Standard for Trust, Transparency, & Seamless Ad Execution for Live Streamed Content, Including Sports

Innovid, the independent software platform for the creation, delivery, measurement, and optimization of advertising, today announced the launch of its Live Content Certification Program – an initiative designed to ensure seamless, reliable, third-party ad serving and measurement in live streaming environments, including sports. Disney, FOX, NBCU, and Paramount are the first publishers to start and complete certification, including support for live sports inventory.

With live content continuing its shift to streaming, marketers need trust, transparency, and accreditation to maximize engagement and return on investment. While Innovid already supports ad serving in live environments, this certification program stress-tests the unique needs of those environments in scenarios designed to isolate live inventory from video-on-demand (VOD). Publishers undergo hands-on testing that simulates the complexity of live sports. The result is MRC-accredited impression measurement, verified creative and tag specifications, and independent measurement capabilities, ensuring a frictionless ad experience for brands investing in live sports.

“Disney’s leadership in live sports and entertainment has always been driven by innovation – for advertisers, consumers, and the marketplace at large,” said Lexi Swift, VP of Addressable Sales, Disney. “After launching the industry’s first live content certification program for demand-side platforms, we’ve continued to expand how brands can capture real-time engagement around the most dynamic, culture-defining stories. Through this recognition with Innovid, we’re continuing to advance how brands and audiences connect with Disney during every can’t-miss live moment.”

Innovid’s Live Content Certification Program is designed to strengthen collaboration between advertisers and publishers by ensuring greater transparency, reliability, and performance in live sports streaming.

• Protect Advertisers from Lost Impressions: Live events can create unpredictable traffic spikes that lead to dropped ad requests and missed opportunities. By working closely with publishers to automatically scale server capacity during high-demand events, Innovid helps ensure ads are delivered as intended, and that advertisers receive accurate impression-level measurement in live environments.
• Ensure Seamless, Real-Time Ad Delivery: By validating creative and tag specifications required for each publisher’s live streaming setup, Innovid helps eliminate common points of failure or delays that can disrupt real-time delivery. This gives advertisers confidence that their messages will reach audiences during the moments that matter most.
• Provide Independent Measurement: The certification process provides brands with independent measurement of live sports streaming campaigns, giving them confidence that their investment in live sports inventory is accurately tracked, optimized, and aligned with industry standards.

The first phase of Innovid’s Live Content Certification Program focuses on ensuring seamless ad delivery and measurement in live sports environments. This includes hands-on testing, verifying creative specifications, and analyzing impression and measurement tracking to ensure accuracy. Looking ahead, the program will expand to additional areas of opportunity for advertisers, including advanced creative.

“As live sports viewership continues to grow across streaming platforms, publishers and advertisers alike are seeking standards that ensure consistency, accountability, and performance,” said Christopher Murphy, SVP, Strategy & Business Development, Innovid. “With Innovid’s Live Content Certification Program, we’re ensuring that advertisers and publishers can execute and measure live streaming sports with the same efficiency, transparency, and reliability they expect from on-demand content. This is an important step in strengthening advertiser-publisher collaboration, making live sports in streaming more seamless, measurable, and scalable.”

About Innovid

Innovid is the leading independent ad tech platform, empowering marketers to create, deliver, measure, and optimize ad-supported experiences that people love. In 2025, Innovid and Flashtalking merged to create a transparent, scalable alternative to big-tech, walled-garden, and point solutions across CTV, digital, linear, and social channels. As part of Mediaocean, Innovid is tied into Prisma, the industry’s core ad infrastructure for omnichannel planning, buying, and billing as well as Protected for verification, fraud detection, and brand safety. Visit www.innovid.com to learn more.

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Innovid launches Live Content Certification Program with Disney, FOX, NBCU, and Paramount as first certified partners