Innovid, an independent software platform for the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital, announced the launch of Harmony Frequency, the first holistic frequency management solution for CTV and digital advertising. Harmony Frequency provides DSPs with frequency intelligence across a brand’s entire media portfolio before they bid, reducing ad waste, strengthening campaign effectiveness, and improving the viewing experience. This is the latest product innovation from Innovid’s Harmony initiative, aimed at optimizing the CTV and digital ecosystem.

“The ANA supports all efforts to break down walls to bring real-time, transparent intelligence to buyers and sellers for better CTV viewing experiences.”

Controlling how often an ad is seen is a critical component of successful campaigns, and current methods of frequency capping are siloed. Until now, advertisers and media providers have had to define caps on a one-to-one basis – one frequency cap per publisher or DSP platform. This lack of unified insights leads to impressions being shown repeatedly to the same audiences. Powered by Innovid’s ad server, which sees every impression, publisher, platform, device, and household, Harmony Frequency offers holistic frequency intelligence across digital advertising. The solution provides rich data signals to DSPs integrating frequency management insights directly into programmatic buying strategies before the bid is made. As a result, advertisers reduce wasted spend by preventing overexposure, maximize budgets by reallocating spend to underexposed households, and improve the viewing experience by eliminating ad fatigue.

Marketing Technology News: Workato Welcomes New Members to the Leadership Team for the Next Phase of Growth and Innovation

Closed beta tests for Harmony Frequency began earlier this month with leading DSPs, including Yahoo DSP.

Earlier this year, Innovid launched the Harmony product suite to optimize advertising at the infrastructure level to improve efficiency, enhance transparency and control, reduce carbon emissions, increase ROI, and provide better viewing experiences for all. Harmony Frequency is the latest innovation to help realize these goals by shifting frequency management from the final mile to the starting line, integrating insights directly into the programmatic buying strategy.

Adam Roodman, SVP of Product Strategy & Management, Yahoo:
“Harmony Frequency provides an in-the-moment view of campaign frequency across advertisers’ digital channels, helping to close the gap between understanding and action. As the media landscape continues to fragment, automated, holistic frequency capping will play a crucial role in campaign effectiveness. We’re excited to bring this offering to our Yahoo DSP advertisers in an effort to help make their campaigns run more efficiently.”

Marketing Technology News: MarTech Interview with Carlos Aragon, Senior Director, Product Marketing @ Vonage

Jason Trubowitz, SVP, Media & Measurement, ANA:
“The ANA supports all efforts to break down walls to bring real-time, transparent intelligence to buyers and sellers for better CTV viewing experiences.”

Zvika Netter, CEO & Co-Founder, Innovid:
“As viewers, we know all too well that seeing the same ad over and over again leads to creative burnout and annoyance with the brand and the platform or app it was delivered on. As a trusted tech platform for the world’s largest advertisers, we also know how overexposure leads to waste, hurts performance, and damages brand reputation. With Innovid’s universal view of the CTV and digital ecosystem, we are the thread that ties it all together – we can and have solved frequency management. Harmony Frequency is a testament to our commitment to innovation and our dedication to improving the efficiency and effectiveness of CTV and digital advertising for all.”