Do Innovid video ad scripts require consent before firing?

Yes. Innovid sets innv_uid, a persistent third-party cross-site identifier (30–365 days) used for frequency capping and cross-site reach measurement. The ePrivacy Directive requires prior consent for any device storage used in advertising. Innovid is a registered IAB TCF vendor, confirming that consent is required before its scripts load.

What data does Innovid collect per video ad impression?

Innovid records video start, quartile completions (25/50/75/100%), click-throughs, and overlay interactions. IP addresses support geographic targeting and CTV household matching via TVSquared. Device signals including user-agent, screen size, language, and timezone are also collected per impression.

How does ConsentStack block Innovid on publisher sites?

ConsentStack classifies Innovid as marketing and blocks all scripts until the visitor consents. This prevents innv_uid from being set, stops impression beacons to tracker.innovid.com, and halts audience sync calls. ConsentStack maps Innovid to IAB TCF Purposes 1, 2, 3, 4, 5, 7, and 9 for TCF-compliant consent flows.

What tracker domains does Innovid Media use?

ConsentStack has catalogued tracker domains for Innovid Media including innovid.com. These are the network destinations Innovid Media's scripts contact, which a consent platform blocks until a visitor agrees.

Innovid Media - Video Ad Tracking & Privacy Consent

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Overview

Innovid is a connected TV (CTV) and video advertising technology platform that powers interactive ad creative delivery and measurement across streaming, digital video, and display environments. Originally focused on interactive video overlays, Innovid expanded through its acquisition of TVSquared to cover cross-screen TV attribution. Publisher sites and ad networks may load Innovid scripts to serve video ad units and collect engagement measurement data for advertiser campaign reporting.

What This Script Does

Innovid scripts are delivered via ad server tags or publisher integrations. The primary script (innovid.js or tag fragments loaded from innovid.com or ispot.tv domains) handles interactive video ad rendering and engagement event capture.

Cookies Set by Innovid:

innv_uid — persistent cross-site user identifier, third-party, typically 30–365 days; set under innovid.com domain; used to recognize the same user across publisher sites for frequency capping and cross-site reach measurement
innv_fc_[campaignid] — frequency cap counter cookie; tracks how many times the current browser has been shown a specific ad creative to enforce advertiser-configured frequency limits
innv_seg_[segmentid] — audience segment membership marker; set when a user visits a page that triggers a specific advertiser audience segment

Data Collected Per Ad Impression:

Video engagement events: impression (ad unit visible in viewport), video start, quartile completion milestones (25%, 50%, 75%, 100%), click-through, hover interactions on interactive overlays, mute/unmute, full-screen toggle
Device and browser signals: user-agent, screen dimensions, browser language, timezone
IP address (for geographic targeting and CTV household matching)
Publisher page URL and ad slot identifier
User identifier from innv_uid cookie (for cross-site reach and frequency metrics)

Network Requests:

Ad creative requests to cdn.innovid.com for interactive VAST/VPAID ad units
Event beacon calls to tracker.innovid.com for each engagement event
Audience sync calls to pixels.innovid.com for cross-partner ID syncing

CTV Household Attribution:

Innovid's TVSquared integration can match IP addresses to household identifiers to attribute TV ad exposures to website visits and online conversions, creating cross-device attribution profiles

IAB TCF Purposes: Purposes 1, 2, 3, 4, 5, 7, and 9 apply. Innovid is a registered IAB TCF vendor.

Innovid is a US company. EU data transfers rely on Standard Contractual Clauses.

Consent & Compliance

Innovid scripts are classified as marketing technology. Under GDPR Article 6(1)(a) and Article 5(3) ePrivacy Directive, the persistent cross-site user identifier, frequency cap cookies, and audience segment cookies require explicit prior consent. The cross-device household matching and CTV attribution capabilities involve processing that extends beyond standard web analytics into profiling under GDPR Article 4(4). Under CCPA/CPRA, the cross-site behavioral data and cross-device household matching constitute "sharing" of personal information for cross-context behavioral advertising under Cal. Civ. Code §1798.140(ah).

Should You Block This Without Consent?

Yes. Innovid scripts serve advertising content and collect cross-site behavioral data using persistent third-party cookies and household-level identity matching. These are marketing technologies that require prior consent under GDPR and ePrivacy rules.

Is Innovid Media GDPR compliant?

Innovid Media typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So Innovid Media can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads Innovid Media, not on Innovid Media itself.

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Consent Categories

Marketing

Also Known As

InnovidInnovid CTVvideo advertising platforminteractive video adsTVSquared Innovid

Industries

Marketing and AdvertisingBusiness and Consumer Services

Tracked Domains (1)

Innovid Media's trackers are rarely seen, seen on under 1% of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

innovid.comMarketing

innovid.com is a marketing domain operated by Innovid Media, used to serve ads, build audiences, and measure ad conversions. Seen on under 1% of scanned sites.