However, Rossi noted that IDVx has special features that set it apart.

In order to increase engagement, Rossi explained that IDVx optimizes campaigns to drive higher brand lift and purchase intent. According to the company, those numbers include achieving a 2% interaction rate and a 90%+ video completion rate benchmark.

“Other products on the market are a little bit different because you could simply hover over something, and that counts as an interaction or an engagement,” Rossi said. “We don’t talk about it that way. It’s not, ‘I accidentally rolled my mouse over something.’ This is about true interaction with anything in the ad that the client established as an important metric.”

Based on a beta test, Infillion said Cint, a global software and tech company, found that 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 solution optimizes creative experiences for all environments and platforms within MediaMath’s premium programmatic inventory.

“Being able to have that kind of inventory available, which is on the open web, that’s the real magic,” Rossi said. “Nobody’s really been able to do this in that kind of environment before.”