Innovid, the independent software platform for the creation, delivery, measurement, and optimization of advertising, announced the expansion of its Harmony solution with Conversion signals—independent performance signals that allow publishers and platforms to optimize in real time against actual business outcomes.

Harmony’s Conversion signals connect ad exposure data directly to attributed conversions, bridging the gap between delivery and performance.

Harmony’s Conversion signals connect ad exposure data directly to attributed conversions, bridging the gap between delivery and performance. With Google’s Display & Video 360 as an early adopter, Innovid is helping the ecosystem connect exposure data to outcomes with transparency and speed. This advancement enables smarter in-flight optimization and provides visibility into performance that was previously out of reach.

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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 find and reach more households likely to convert and 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 both sides of the ecosystem 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 match. Conversion intelligence flows seamlessly into DSPs and publisher conversion APIs (CAPIs) via API integrations to ensure interoperability and ease of implementation.

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“For advertisers, the real advantage of Conversion signals is being able to act on what’s working in real time,” said Guy Kuperman, Chief Strategy Officer, Innovid. “Instead of waiting until a campaign ends, they can now optimize in-flight based on actual business outcomes, improving both performance and efficiency. It’s a smarter, faster way to connect spend to results and make every impression count.”

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. This launch builds on Innovid’s broader Harmony vision, which unifies and optimizes a growing set of signals, including Reach & Frequency, and provides optimization tools for social and the guaranteed, non-biddable supply chain. Harmony gives advertisers and publishers the transparency and intelligence needed to drive stronger performance and collaborate more effectively across the ecosystem.