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innovation, an independent software platform for ad creation, delivery, measurement and optimization across CTV, linear and digital, announced the launch of Harmony Reach & Frequency for publishers in partnership with Roku, the #1 streaming TV platform in the US* . Working with Roku to address supply-side frequency management challenges, the partnership will deliver value to advertisers through optimized incrementality and campaign effectiveness.
“This partnership demonstrates our commitment to advancing the TV streaming ecosystem by aligning supply-side and demand-side objectives and our leadership in adopting innovative solutions that favor the balance between advertisers and viewers.”
Part of Innovid’s Harmony initiative, Harmony Reach & Frequency is the industry’s first end-to-end frequency management solution for CTV and digital video advertising. While the solution has already been adopted by many brands, agencies and DSPs, Roku’s integration will mark the first use of the solution by a publisher. Leveraging Roku demonstrates how Innovid’s Harmony Reach & Frequency can differentiate the premium value of publishers’ offerings through incremental reach and optimization. To make this possible, Innovid intends to share signals through the Roku Data Cloud. With this integration, advertisers will be able to:
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- Unit Incremental Hit: By crowding out already saturated households with advertiser purchases, Roku can uniquely reach and target new viewers that couldn’t be reached elsewhere.
- Maximize campaign effectiveness: This solution helps advertisers reduce waste and increase the overall value of their ad inventory.
- Improve frequency management: Roku can use Harmony Reach & Frequency and optimize for improved frequency exposure to achieve results.
“We are constantly striving to improve our on-target delivery capabilities by better managing reach and frequency using the combination of Roku Data Cloud and Innovid Harmony Reach & Frequency,” said Miles Fisher, Senior Director of Strategic Advertising Partnerships, Roku. “This partnership demonstrates our commitment to advancing the TV streaming ecosystem by aligning supply-side and demand-side objectives and our leadership in adopting innovative solutions that favor the balance between advertisers and viewers.”
In addition to this milestone, Roku was the first publishing partner for Harmony Direct, which simplifies the workflow for guaranteed, non-bidding TV streaming media into its purest form by removing all friction points, including additional technology “hops”, fees and energy. waste. Together, these initiatives illustrate Innovid and Roku’s shared vision to simplify and optimize advertising across the entire ecosystem.
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“Traditionally, frequency management is seen as a challenge for advertisers, but it’s also a huge opportunity for publishers to stand out and improve the CTV ecosystem for everyone,” said Guy Kuperman, chief strategy officer at Innovid. “Roku’s adoption of Harmony Reach & Frequency demonstrates its commitment to innovation, empowering advertisers and enhancing the viewer experience. We are excited to continue working with them to support the next wave of CTV advertising innovation.”
Roku intends to integrate Harmony conversions
Roku also intends to deepen its partnership with Innovid by integrating Harmony Conversions, a new addition to Innovid’s Harmony suite. This solution bridges the gap between bid-side optimization and advertiser performance metrics by giving publishers access to near-real-time conversion signals to adjust ongoing campaigns. With features such as identifying high-performing attributes (eg, geographic location, content genre, time of day), suppressing impressions for households that have already converted, and aligning targeting with advertiser KPIs, Harmony Conversions increases campaign effectiveness, maximizes results and supports a stronger publisher-advertiser. partnership.
Innovid & Roku plan to expand existing measurement partnership
Beyond Harmony, Innovid and Roku intend to deepen their existing measurement partnerships to drive value and efficiency across the CTV ecosystem. Partnering through the Roku Data Cloud, Innovid will integrate Roku OS statistics into its measurement platform, allowing advertisers even greater accuracy and precision.
