On January 7, 2025, Innovid, a leading software platform for advertising across CTV, linear, and digital channels, announced the launch of Harmony Reach & Frequency for publishers, in collaboration with Roku, the top TV streaming platform in the U.S. The partnership aims to address frequency management challenges from the supply side, delivering enhanced value for advertisers through improved incrementality and campaign effectiveness.
As part of Innovid’s Harmony initiative, Harmony Reach & Frequency is the first holistic frequency management solution for CTV and digital video advertising. While already adopted by brands, agencies, and DSPs, this marks the first implementation by a publisher, with Roku integrating the solution to differentiate its premium inventory. By leveraging the Roku Data Cloud, the solution enables advertisers to:
- Drive Incremental Reach: Roku can suppress oversaturated households and uniquely target new viewers that are otherwise unreachable.
- Maximize Campaign Effectiveness: By reducing ad waste, advertisers can extract more value from their inventory.
- Enhance Frequency Management: Optimized exposure frequency ensures improved campaign outcomes.
Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku, emphasized the importance of improving reach and frequency management through the Roku Data Cloud and Innovid Harmony. He highlighted the partnership’s role in advancing the TV streaming ecosystem by aligning supply and demand-side goals, showcasing Roku’s leadership in adopting innovative solutions that balance advertiser and viewer needs.
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This collaboration builds on Roku’s role as the first publisher to adopt Harmony Direct, a solution that simplifies workflows for guaranteed, non-biddable TV streaming media by eliminating inefficiencies such as unnecessary technology layers, fees, and energy waste. Together, these initiatives underscore the shared vision of Innovid and Roku to optimize and streamline advertising across the CTV ecosystem.
Guy Kuperman, Chief Strategy Officer at Innovid, noted that frequency management, often viewed as an advertiser issue, also presents an opportunity for publishers to stand out and improve the CTV landscape. He praised Roku’s adoption of Harmony Reach & Frequency as a demonstration of its commitment to innovation, advertiser empowerment, and enhanced viewer experiences.
Expansion of the Partnership: Harmony Conversions and Enhanced Measurement