Innovid , an independent software platform for the creation, delivery, measurement, and optimization of advertising across CTV, linear, and digital, announced the launch of Harmony Reach & Frequency for publishers, in partnership with Roku, the #1 TV streaming platform in the U.S*. Collaborating with Roku to address the challenges of frequency management from the supply side, the partnership will deliver value for advertisers through optimized incrementality and campaign effectiveness.

“This partnership demonstrates our commitment to advancing the TV streaming ecosystem by aligning supply and demand-side goals, and our leadership in embracing innovative solutions that prioritize the advertiser-viewer balance.”

Part of Innovid’s Harmony initiative, Harmony Reach & Frequency is the industry’s first holistic frequency management solution for CTV and digital video advertising. While the solution has already been adopted by numerous brands, agencies, and DSPs, Roku’s integration will mark the first use of the solution by a publisher. Roku’s usage demonstrates how Innovid’s Harmony Reach & Frequency can differentiate the premium value of publishers’ supply through incremental reach and optimization. To enable this, Innovid intends to share signals through the Roku Data Cloud. With this integration, advertisers will be able to:

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• Drive Incremental Reach: By suppressing households already saturated across an advertiser’s buys, Roku can uniquely reach and target net-new viewers that could not have been reached elsewhere.
• Maximize Campaign Effectiveness: The solution helps advertisers mitigate waste, increasing the overall value of their ad inventory.
• Enhance Frequency Management: Roku can apply Harmony Reach & Frequency and optimize for enhanced frequency exposure to drive outcomes.

“We are constantly looking to enhance our on-target delivery capabilities by better management of reach and frequency with the combination of Roku Data Cloud and Innovid Harmony Reach & Frequency,” said Miles Fisher, Senior Director of Strategic Advertising Partnerships, Roku. “This partnership demonstrates our commitment to advancing the TV streaming ecosystem by aligning supply and demand-side goals, and our leadership in embracing innovative solutions that prioritize the advertiser-viewer balance.”

In addition to this milestone, Roku was the first publisher partner for Harmony Direct, which streamlines the workflow for guaranteed, non-biddable TV streaming media to its purest form by removing all friction points, including additional technology “hops,” fees, and energy waste. Together, these initiatives illustrate the shared vision of Innovid and Roku to simplify and optimize advertising across the ecosystem.

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“Frequency management has traditionally been seen as an advertiser challenge, but it’s also a tremendous opportunity for publishers to stand out and improve the CTV ecosystem for all,” said Guy Kuperman, Chief Strategy Officer, Innovid. “Roku’s adoption of Harmony Reach & Frequency demonstrates its commitment to innovation, empowering advertisers, and enhancing the viewer experience. We are thrilled to continue partnering with them to drive the next wave of CTV advertising innovation.”

Roku Intends to Integrate Harmony Conversions

Roku also intends to deepen its partnership with Innovid by integrating Harmony Conversions, a new addition to Innovid’s Harmony suite. This solution bridges the gap between supply-side optimization and advertisers’ outcome metrics by enabling publishers to access near real-time conversion signals for in-flight campaign adjustments. With features like identifying high-performing attributes (e.g., geo, content genre, daypart), suppressing impressions for households that have already converted, and aligning targeting with advertiser KPIs, Harmony Conversions enhances campaign efficiency, maximizes outcomes, and fosters stronger publisher-advertiser partnerships.

Innovid & Roku Plan to Expand Existing Measurement Partnership

Beyond Harmony, Innovid and Roku intend to deepen their existing measurement partnership to enhance value and efficiency across the CTV ecosystem. Partnering through the Roku Data Cloud, Innovid will integrate Roku’s OS insights into its measurement platform, enabling even greater accuracy and precision for advertisers.