Innovid launches harmony frequency to optimize CTV and digital ad campaigns

On July 31, 2024, Innovid, an independent software platform for digital advertising, unveiled Harmony Frequency, a solution designed to address the persistent challenge of ad frequency management across connected TV (CTV) and digital advertising channels. This new offering, launched in New York, aims to provide advertisers and media providers with comprehensive frequency intelligence, potentially revolutionizing how ad campaigns are optimized and delivered to audiences.

Harmony Frequency represents an advancement in the digital advertising landscape, where controlling ad frequency has long been a critical yet complex task. Traditional methods of frequency capping have been limited by their siloed nature, with advertisers typically setting caps on a one-to-one basis for each publisher or demand-side platform (DSP). This fragmented approach has often resulted in viewers being bombarded with repetitive ads, leading to inefficient spending and potentially negative viewer experiences.

According to Innovid, Harmony Frequency leverages the company's ad server technology to provide a holistic view of ad impressions across various publishers, platforms, devices, and households. This comprehensive perspective enables the solution to offer rich data signals to DSPs, integrating frequency management insights directly into programmatic buying strategies before bids are placed. The potential benefits of this approach are manifold: advertisers can reduce wasted spend by preventing overexposure, maximize budgets by reallocating resources to underexposed households, and improve the overall viewing experience by mitigating ad fatigue.

The launch of Harmony Frequency comes at a time when the digital advertising industry is grappling with increasing fragmentation and complexity. As viewers consume content across a multitude of devices and platforms, advertisers face growing challenges in delivering effective campaigns without overwhelming their target audience. Innovid's solution aims to address this issue by shifting frequency management from the "final mile" to the "starting line" of the advertising process, integrating crucial insights into the very fabric of programmatic buying strategies.

Innovid's approach with Harmony Frequency aligns with broader industry trends towards more sophisticated, data-driven advertising techniques. As the digital advertising ecosystem continues to evolve, there is a growing emphasis on solutions that can provide a unified view of campaign performance across disparate channels. This trend is driven by advertisers' need for greater efficiency, transparency, and control over their ad spend, as well as by increasing pressure to deliver more personalized and less intrusive ad experiences to consumers.

The development of Harmony Frequency is part of Innovid's larger Harmony initiative, which was launched earlier in 2024. This initiative aims to optimize the CTV and digital advertising ecosystem at the infrastructure level, with goals including improved efficiency, enhanced transparency and control, reduced carbon emissions, increased return on investment (ROI), and better viewing experiences for audiences. By addressing the fundamental issue of frequency management, Harmony Frequency represents a significant step towards realizing these ambitious objectives.

To validate the effectiveness of Harmony Frequency, Innovid initiated closed beta tests with leading DSPs earlier in July 2024. One of the participants in these tests is Yahoo DSP, a major player in the programmatic advertising space. Adam Roodman, SVP of Product Strategy & Management at Yahoo, expressed enthusiasm for the solution, highlighting its potential to provide an "in-the-moment view of campaign frequency across advertisers' digital channels." Roodman emphasized the crucial role that automated, holistic frequency capping is expected to play in campaign effectiveness as the media landscape continues to fragment.

The launch of Harmony Frequency has also garnered support from industry organizations. Jason Trubowitz, SVP of Media & Measurement at the Association of National Advertisers (ANA), endorsed efforts to break down barriers and bring real-time, transparent intelligence to both buyers and sellers in the CTV advertising ecosystem. This endorsement underscores the industry-wide recognition of the need for more integrated and efficient advertising solutions.

Zvika Netter, CEO and Co-Founder of Innovid, highlighted the personal and professional motivations behind the development of Harmony Frequency. Netter pointed out the common viewer experience of seeing the same ad repeatedly, which can lead to creative burnout and frustration with both the brand and the delivery platform. From a business perspective, Netter emphasized how overexposure can result in wasted resources, diminished campaign performance, and potential damage to brand reputation. By leveraging Innovid's comprehensive view of the CTV and digital ecosystem, Harmony Frequency aims to address these issues head-on.

The introduction of Harmony Frequency reflects the ongoing evolution of the digital advertising industry, particularly in the rapidly growing CTV sector. As traditional linear TV viewing continues to decline and streaming platforms gain prominence, advertisers are increasingly looking for ways to effectively reach audiences across a fragmented media landscape. Solutions like Harmony Frequency that can provide a unified approach to campaign management across multiple channels are likely to become increasingly valuable in this context.

However, the success of Harmony Frequency will depend on several factors, including its ability to integrate seamlessly with existing DSP infrastructures, the accuracy and comprehensiveness of its frequency data, and its capacity to deliver measurable improvements in campaign performance and viewer experience. As the solution moves beyond beta testing and into wider adoption, its impact on the digital advertising ecosystem will become clearer.

The launch of Harmony Frequency also raises important questions about data privacy and the balance between personalized advertising and viewer autonomy. As solutions become more sophisticated in tracking and managing ad exposure across platforms, there may be increased scrutiny from regulators and privacy advocates regarding the collection and use of viewer data.

In conclusion, Innovid's launch of Harmony Frequency represents a significant development in the digital advertising industry's ongoing efforts to improve campaign effectiveness and viewer experience. By providing a holistic approach to frequency management across CTV and digital channels, this solution has the potential to address long-standing challenges in ad delivery and optimization. As the digital advertising landscape continues to evolve, innovations like Harmony Frequency may play a crucial role in shaping the future of how brands connect with their audiences in an increasingly fragmented media environment.

Key facts about Innovid's Harmony Frequency

Launched on July 31, 2024

Aims to provide holistic frequency management across CTV and digital advertising

Utilizes Innovid's ad server technology to gather comprehensive impression data

Integrates frequency insights into programmatic buying strategies before bidding

Part of Innovid's broader Harmony initiative to optimize CTV and digital advertising

Closed beta testing began in July 2024 with leading DSPs, including Yahoo DSP

Supported by industry organizations such as the Association of National Advertisers (ANA)

Designed to reduce ad waste, improve campaign effectiveness, and enhance viewer experience

Addresses the challenge of fragmented frequency capping across multiple platforms and publishers