NEW YORK — Independent software platform Innovid, used for ad creation and for delivery, measurement, and optimization purposes, has brought “Conversion” signals to its “Harmony” product — an enhancement designed to give publishers and platforms the ability to optimize in real time against actual business outcomes.
In the plainest of terms, Harmony’s Conversion signals connect ad exposure data directly to attributed conversions. This, says Innovid, bridges a gap between delivery and performance.
Google’s Display & Video 360 is an early adopter of the product, designed to help Connected TV act on what’s working in real time —rather than waiting for a campaign to finish. ROI is measured on households that respond to the marketing efforts, resulting in conversions based on campaign goals.
“This advancement enables smarter in-flight optimization and provides visibility into performance that was previously out of reach,” says Innovid.
Conversion signals use outcome intelligence from the InnovidXP measurement platform, and tie attributed conversions with Innovid’s ad-serving data. This closed-loop process—spanning ad serving, measurement, and optimization—is unique to Innovid, the company says.
Innovid Chief Strategy Officer Guy Kuperman commented, “For advertisers, the real advantage of Conversion signals is being able to act on what’s working in real time. 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, the company adds.
