Innovid, the independent software platform for advertising, has expanded its Harmony solution. It now features Conversion Signals, a new set of performance indicators. These indicators help publishers and platforms improve campaigns quickly. They use real business results to make changes.
With Conversion Signals, Harmony links ad exposure data directly to conversions. This connection bridges the gap between ad delivery and performance measurement. Google’s Display & Video 360 is an early adopter. It uses this innovation to boost transparency and speed. This helps advertisers optimize better.
Transforming Campaign Optimization with Real-Time Performance Insights
Conversion Signals help marketers and publishers on Connected TV (CTV) and digital channels to:
Optimize performance in real-time:
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Identify key factors that boost results.
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Focus on creative elements, location, content genre, and time of day.
This helps reach more households likely to convert and adjust campaigns for better results.
Also Read: Salesforce Data 360 Powers Smarter B2B Marketing
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Boost efficiency:
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Eliminate unnecessary impressions.
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Reallocate budget to audiences still weighing choices.
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Provide new messages to users who are engaged.
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Align buyers and sellers. Use clear insights focused on outcomes. This helps advertisers and publishers optimize inventory and boost value.
A Closed-Loop System for Smarter, Faster Decision-Making
Powered by outcome intelligence from the InnovidXP measurement platform, Conversion Signals connect attributed conversions directly to Innovid’s ad-serving data. This closed-loop system-spanning ad serving, measurement, and optimization-sets Innovid apart by providing unmatched precision and speed.
Conversion intelligence seamlessly integrates with demand-side platforms (DSPs) and publisher conversion APIs (CAPIs) via API connections, ensuring full interoperability and easy implementation for the broader ecosystem.
“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.”
Strengthening Harmony’s Vision for an Open, Unified Ecosystem
Harmony is Innovid’s unified optimization platform designed to eliminate fragmentation across TV and digital, enhancing performance, transparency, and collaboration across the supply chain. The addition of Conversion Signals builds on the broader Harmony vision, which integrates and optimizes a growing array of insights-including Reach & Frequency-and introduces optimization tools for social and guaranteed, non-biddable inventory.