Innovid Launches Harmony Initiative to Keep TV Open for Everyone & Controlled by No One

• Harmony Direct – First of Several Harmony Product Innovations – Bringing Transparency, Efficiency, & Sustainability to the CTV Supply Path

• Assembly, CMI Media Group, PMG, & Roku Among First Launch Partners

Innovid, an independent software platform for the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital, today announced the launch of its Harmony initiative, aimed to optimize the CTV advertising ecosystem. Harmony Direct, the first in a wave of new product innovations released as part of the initiative, is designed to streamline the supply path to its purest form, ensuring more advertiser dollars go toward working media, increasing revenue opportunities for publishers, and creating a more sustainable, transparent path.

CTV is at a critical inflection point. As TV rapidly transitions to a fully digital future, there is a clear opportunity to avoid the mistakes of digital advertising’s past. Innovid’s vision has always been that TV should remain open for everyone and controlled by no one. It has pursued that from a position of media-unbiased independence, with the strength of an open, transparent infrastructure that powers impactful ad-supported experiences. Innovid’s Harmony initiative was created to help realize that vision, in partnership with industry leaders, by addressing some of the biggest challenges facing CTV advertising today, for a better CTV advertising future tomorrow. The initiative’s goals are to optimize CTV advertising at the infrastructure level to improve efficiency, enhance transparency and control, reduce carbon emissions, and increase ROI to ultimately provide better viewing experiences.

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One of the first product innovations to be released as part of this initiative is Harmony Direct, a solution that streamlines the workflow for guaranteed, non-biddable CTV media to its purest form by removing all friction points, including additional technology “hops,” fees, and energy waste. This optimal workflow pushes more ad investment into working media, increases data fidelity and transparency, improves fill rates, lowers the risks of latency and fraud, and provides a more sustainable, greener supply path. Agency and publisher partners, including Assembly, CMI Media Group, PMG, and Roku, are among the first using Harmony Direct.

Results from Innovid beta tests saw that moving spend to Harmony Direct led to an average 8% increase in working media for agency partners. Publisher partners improved yield by up to 15%, which includes average fill rates increasing from 90% to 100%. In 2024 alone, across the total U.S. CTV market, this could represent more than $1 billion in immediate savings going back into the ecosystem.

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Innovid is in a unique position to lead the Harmony initiative as an independent software platform that works with many of the world’s largest brands, agencies, and publishers, including Disney, Fox, NBCUniversal, Paramount, Roku, and Vizio. Innovid does not buy, bid on, or sell media, nor does it operate its own media channel, giving it the ability to help the entire ecosystem without conflict of interest. Today, Innovid processes 1.3 billion video ad impressions per day (more than 600 years of video content daily). Innovid has the CTV expertise, data, technology, and scale to help optimize the industry – not just for its own good, but to make CTV advertising better for all.