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The advertising industry's demand for transparent, outcome-driven optimization is growing. To meet this need, Innovid has expanded its Harmony solution with the introduction of Conversion signals. These independent performance signals allow publishers and platforms to optimize advertising campaigns in real time based on actual business outcomes like sales or sign-ups. The launch marks a significant step in bridging the gap between ad delivery and performance, with Google's Display & Video 360 (DV360) participating as an early adopter.
Innovid expanded its Harmony solution with new Conversion signals.
The signals connect ad exposure data directly to attributed conversions.
Google's Display & Video 360 (DV360) is an early adopter of the technology.
It enables real-time, in-flight optimization of CTV and digital ad campaigns.
Advertisers can optimize based on creative, geography, and content genre.
The goal is to boost efficiency and align buyers and sellers with transparent data.
The core function of Harmony's Conversion signals is to provide a direct link between an ad being served and a subsequent conversion action. This closed-loop process, powered by outcome intelligence from Innovid's measurement platform, allows advertisers to move beyond proxy metrics. They can now identify high-performing attributes—such as a specific creative version or content genre—and use that intelligence to reallocate budget in real time towards audiences more likely to convert, maximizing campaign performance while it is still active.
This advancement brings significant benefits to both buyers and sellers in the advertising ecosystem. Advertisers can boost efficiency by cutting redundant impressions and redirecting spend to reach incremental, high-value households. For publishers and platforms, the transparent signals enable optimization of inventory strategies in ways that are mutually beneficial for both sides. This helps create a more collaborative and effective supply chain, moving beyond traditional, opaque optimization methods.
The expansion of Harmony with Conversion signals represents a major evolution in advertising technology. By providing a transparent, interoperable method for real-time outcome optimization, Innovid is empowering the industry to connect ad spend more directly to business results, ensuring that every impression is working harder to drive measurable value.
Innovid is the leading independent ad tech platform, empowering marketers to create, deliver, measure, and optimize ad-supported experiences that people love. In 2025, Innovid and Flashtalking merged to create a transparent, scalable alternative to big-tech, walled-garden, and point solutions across CTV, digital, linear, and social channels. As part of Mediaocean, Innovid is tied into the industry’s core ad infrastructure for omnichannel planning, buying, and billing.
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