Innovid expands Harmony with conversion signals for real-time optimization

The software platform revealed Display & Video 360 as an early adopter of the conversion signals capability. This development marks a significant infrastructure advancement in connecting ad exposure data directly to attributed conversions, addressing a persistent gap between delivery and performance measurement in digital advertising.

Conversion signals operate by tying attributed conversions from the InnovidXP measurement platform directly to ad-serving data. The closed-loop process encompasses ad serving, measurement, and optimization within a unified system. "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 at Innovid. "Instead of waiting until a campaign ends, they can now optimize in-flight based on actual business outcomes, improving both performance and efficiency."

The integration provides conversion intelligence to demand-side platforms and publisher conversion APIs through API connections. According to Innovid, this approach enables interoperability while maintaining ease of implementation across the advertising ecosystem.

Technical architecture and ecosystem integration

Conversion signals function across connected TV and digital channels, enabling the ecosystem to optimize performance based on multiple criteria. The system identifies high-performing attributes including creative variations, geographic locations, content genres, and dayparts to locate households with higher conversion probability. Redundant impressions can be reallocated to reach incremental households, while spending redirects to audiences in consideration phases. For converted audiences, messaging sequences adjust to maintain engagement.

The technical specifications distinguish this implementation from competing approaches. Outcome intelligence originates from InnovidXP, the platform's measurement system that processes attribution data. This data connects directly to Innovid's ad-serving infrastructure, creating what the company characterizes as unique closed-loop capabilities. Other vendors typically maintain separation between serving and measurement functions, according to industry analysis.

Google's participation as an early Display & Video 360 adopter carries strategic implications for programmatic advertising adoption. Display & Video 360 serves as Google's enterprise demand-side platform, processing significant programmatic transaction volume across agencies and advertisers. The platform recently introduced natural language search functionality and enhanced privacy-focused advertising tools throughout 2025.

Harmony platform expansion continues

Conversion signals represents the latest addition to Innovid's Harmony initiative, launched in April 2024. The broader Harmony vision addresses fragmentation across television and digital advertising by unifying signals and providing optimization tools. Previous Harmony components include Harmony Frequency, which manages frequency caps across channels, and Harmony Direct, which streamlines guaranteed non-biddable media workflows.

According to Innovid data, Harmony Direct launch partners experienced substantial performance improvements. Agency partners achieved an 8% increase in working media on average, while publisher partners improved yield by up to 15%, with fill rates climbing from 90% to 100%. These improvements could translate to over $1 billion in immediate savings across the United States CTV market.

The conversion signals launch addresses growing industry demand for outcome-based measurement. Traditional optimization methods rely on delivery metrics such as impressions and viewability, while conversion signals enable real-time campaign adjustments based on actual business results including purchases, sign-ups, and other conversion events.

Market context and competitive landscape

The announcement arrives as connected TV advertising faces increasing pressure to demonstrate performance parity with established digital channels. Recent IAB Tech Lab research identified conversion API standardization as critical for closing the CTV outcome gap. According to that analysis, 75% of publishers implement purchases as the most common signal through conversion APIs, while 64% track views and 61% monitor add-to-cart actions.

Industry data shows two-thirds of advertisers report improved return on ad spend after implementing conversion APIs, driven by better attribution, cleaner data, and more efficient optimization. Three-quarters of advertisers indicate willingness to reallocate spending based on conversion insights, demonstrating how conversion measurement influences planning decisions.

The broader advertising technology landscape has witnessed multiple platforms enhancing outcome-based capabilities. Meta recently expanded value optimization with profit-based ROAS optimization, while Amazon integrated Sponsored TV signals into Amazon Marketing Cloud. These developments reflect industry-wide movement toward transparent, accountable performance measurement.

Innovid's merger with Flashtalking under Mediaocean created an expanded platform spanning creative development, delivery, measurement, and optimization. The combined infrastructure delivers over 1.3 billion advertisements daily across connected television, digital, and social channels. This scale enables conversion signal implementation across diverse advertising environments.

Publisher and platform implications

Conversion signals enable transparent, outcome-based optimization for both buyers and sellers. Publishers gain visibility into which inventory drives actual business results, informing pricing strategies and yield optimization decisions. Platforms receive enriched data signals before bidding, enabling more precise targeting and bid adjustments.

The system's reliance on server-to-server API integrations addresses privacy constraints affecting traditional client-side tracking. Browser restrictions and privacy regulations have created measurement gaps between CTV and performance channels like search and social. Server-to-server data flows maintain measurement accuracy while respecting privacy frameworks.

Implementation complexity represents a potential barrier. Industry surveys indicate 72% of publishers cite technical integration challenges as major obstacles for conversion API adoption. Compliance with legal and regulatory requirements concerns 61% of publishers. Data sharing concerns persist among advertisers, with 72% expressing hesitation about sharing conversion data with external partners, according to IAB research.

Measurement and attribution framework

InnovidXP provides the measurement foundation for conversion signals. The platform recently gained granular ad performance measurement capabilities enabling publisher-level outcomes analysis across demand-side platforms and supply-side platforms. This transparency allows brands and agencies to compare performance across media sources with unbiased views.

Nielsen and Innovid partnered in August 2024 to integrate Innovid's ad serving infrastructure with Nielsen ONE for cross-media measurement. That collaboration aimed to create zero-touch workflows increasing measurement quality while expanding coverage to include Innovid's streaming and programmatic advertising view.

The conversion signals architecture connects attribution data from completed conversions back to specific ad exposures. This deterministic linking enables precise identification of which creative variations, targeting parameters, and inventory sources drive outcomes. The real-time nature of the data flow enables mid-campaign adjustments rather than post-campaign analysis.

Strategic positioning and industry standards

Innovid positions Harmony as maintaining an open television ecosystem while improving efficiency and performance. The company emphasizes its independent platform status, operating without the conflicts of interest that may arise when companies both sell and measure advertising.

The conversion signals approach aligns with emerging industry standards for conversion measurement. IAB Tech Lab's technical standards roadmap for 2025 includes plans for a universal Conversion API standard expanding beyond current walled garden implementations. This specification targets accurate conversion measurement in environments where traditional tracking faces limitations.

Innovid recently launched AI-powered tools for automated creative labeling and real-time optimization. The company also unveiled platform enhancements for data-driven creative decisions in March 2025. These developments demonstrate systematic investment in measurement and optimization capabilities.

The Adobe GenStudio integration with Innovid, announced in October 2025, enables activation and measurement of display ad campaigns with performance insights for creative optimization. This partnership extends Innovid's reach into creative workflow systems used by major brands.

Implementation considerations

Advertisers implementing conversion signals must establish tracking infrastructure connecting their conversion events to Innovid's measurement platform. This requires technical configuration including API integrations and event taxonomy definitions. The system supports both standard conversion events like purchases and custom events aligned with specific business objectives.

Publishers participating in conversion signal optimization need to implement publisher conversion APIs enabling receipt of conversion data from advertisers. This bidirectional data flow creates the feedback loop necessary for real-time optimization. Privacy compliance frameworks must be established to govern data handling and usage restrictions.

The effectiveness of conversion signals depends on conversion volume. Campaigns with insufficient conversion data may lack the signal strength necessary for meaningful optimization. Industry standards for automated bidding typically require minimum conversion thresholds before activation of value-based optimization strategies.

Budget flexibility represents another implementation requirement. Real-time optimization necessitates the ability to shift spending across tactics and inventory sources as performance signals indicate. Rigid budget allocations may constrain the system's ability to capitalize on identified optimization opportunities.

Timeline

• April 2024: Innovid launches Harmony initiative to optimize CTV advertising ecosystem
• July 2024: Harmony Frequency released for frequency management across CTV and digital channels
• August 2024: Nielsen and Innovid partner to streamline cross-media ad measurement
• October 2024: LG Ad Solutions joins Harmony initiative, agency partners see 8% increase in working media
• February 2024: Innovid announces granular ad performance measurement across DSPs and SSPs
• March 2025: Platform enhancements for data-driven creative decisions unveiled
• July 2025: Innovid expands LinkedIn integration for CTV advertising
• August 2025: AI-powered tools launched for creative labeling and optimization
• October 2025: Adobe integrates Innovid into GenStudio platform for campaign activation
• November 5, 2025: Innovid announces Harmony expansion with conversion signals, Display & Video 360 early adopter

Summary

Who: Innovid, an independent software platform for advertising creation, delivery, measurement, and optimization, announced the expansion with Google's Display & Video 360 as an early adopter. Guy Kuperman, Chief Strategy Officer at Innovid, provided commentary on the launch.

What: Conversion signals within Harmony represent independent performance signals connecting ad exposure data directly to attributed conversions. The system enables publishers and platforms to optimize in real time against actual business outcomes including purchases, sign-ups, and other conversion events. Technical capabilities include identifying high-performing attributes, reallocating redundant impressions, redirecting spend to consideration-phase audiences, and sequencing messaging for converted users.

When: Innovid announced the conversion signals expansion on November 5, 2025. The capability builds on the broader Harmony initiative launched in April 2024, which previously introduced Harmony Frequency in July 2024 and Harmony Direct for guaranteed media workflows.

Where: Conversion signals operate across connected TV and digital advertising channels. Implementation occurs through API integrations connecting InnovidXP measurement platform to demand-side platforms and publisher conversion APIs. Google's Display & Video 360 serves as an early adopter of the technology.

Why: The expansion addresses the persistent gap between delivery and performance in digital advertising. Traditional optimization relies on delivery metrics rather than business outcomes, forcing advertisers to wait until campaign completion for performance assessment. Conversion signals enable mid-flight optimization based on actual conversion data, improving both performance and efficiency. The development responds to industry demand for transparent, outcome-driven measurement as connected TV advertising seeks performance parity with established digital channels.