Innovid Adds Conversion Signals to Harmony for Real-Time Optimization

Innovid, the independent software platform for ad creation, delivery, and optimization, has announced the expansion of its Harmony solution with Conversion signals-a breakthrough feature providing publishers and platforms with independent performance data that enables real-time optimization against actual business outcomes. The new capability connects ad exposure data directly to attributed conversions, closing the loop between delivery and performance. With Google’s Display & Video 360 as an early adopter, the integration empowers advertisers and publishers to act on insights with transparency and speed. Powered by InnovidXP, Conversion signals allow marketers to identify high-performing attributes-such as creative, geography, or daypart-and reallocate spend to maximize impact while eliminating redundant impressions.

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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.” As part of Innovid’s broader Harmony vision, this launch strengthens its mission to unify fragmented TV and digital ecosystems, delivering transparency, interoperability, and actionable intelligence across the ad supply chain.