Innovid Expands Harmony with Conversion Signals, Unlocking Real-Time Optimization Across CTV & Digital

NEW YORK - Oct. XX, 2025 - Innovid, the independent software platform for the creation, delivery, measurement, and optimization of advertising, today announced the expansion of its Harmony solution with Conversion signals-independent performance signals that allow publishers to optimize in real time against actual business outcomes. Harmony is Innovid's unified solution designed to keep TV and digital open by eliminating fragmentation and improving performance and efficiency across the supply chain.

Early adopters of Conversion signals include Amazon, Disney, Google's Display & Video 360, LG Ads, Roku, Samsung Ads, Spectrum, and The Trade Desk. Conversion signals connect ad exposure data directly to attributed outcomes, enabling smarter in-flight optimization and providing transparency into performance that was previously out of reach due to limited scope or walled gardens.

Across CTV and digital, Conversion signals empower the ecosystem to:

• Optimize performance in real time: Identify high-performing attributes such as creative, geography, content genre, and daypart to enable in-flight adjustments that maximize business outcomes.

• Boost efficiency: Reallocate redundant impressions to reach incremental households, redirect spend to audiences still in the consideration phase, and sequence new messaging for those already converted to maintain engagement.

• Align buyers and sellers: Leverage transparent, outcome-based signals to help buyers and sellers optimize inventory strategies in mutually beneficial ways.

Powered by outcome intelligence from the InnovidXP measurement platform, Conversion signals tie attributed conversions directly to Innovid's ad-serving data. This closed loop process-spanning ad serving, measurement, and optimization-is unique to Innovid and enables a level of precision and speed that other vendors cannot deliver. Conversion intelligence flows seamlessly into DSPs and publisher conversion APIs (CAPIs) via API integrations to ensure interoperability and ease of implementation.

"As performance expectations rise across channels, advertisers and publishers need smarter ways to connect ad exposures to outcomes," said Zvika Netter, CEO & Co-Founder, Innovid. "The Conversion signals are a critical step in the Harmony vision-bringing transparency and objectivity to the ecosystem, strengthening efficiency and performance, and enabling deeper collaboration between buyers and sellers. By aligning optimization with conversions, we're moving the industry closer to a more open, efficient, and connected future."

This launch builds on Innovid's broader Harmony vision, which unifies and optimizes a growing set of signals, including Reach & Frequency, Social, Supply Chain Optimization, and now Conversion. Together, these signals give advertisers and publishers the transparency and intelligence needed to drive stronger performance and collaborate more effectively and efficiently across the ecosystem.

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 the industry's core ad infrastructure for omnichannel planning, buying, and billing. Visit https://www.innovid.com to learn more.

Media Contact

Meg Coyle - [email protected]

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