Collaborating through Roku Data Cloud, Innovid & Roku Aim to Enhance CTV Outcomes

Innovid (NYSE: CTV), an independent software platform for the creation, delivery, measurement, and optimization of advertising across CTV, linear, and digital, today announced the launch of Harmony Reach & Frequency for publishers, in partnership with Roku, the #1 TV streaming platform in the U.S*. Collaborating with Roku to address the challenges of frequency management from the supply side, the partnership will deliver value for advertisers through optimized incrementality and campaign effectiveness.

Part of Innovid’s Harmony initiative, Harmony Reach & Frequency is the industry’s first holistic frequency management solution for CTV and digital video advertising. While the solution has already been adopted by numerous brands, agencies, and DSPs, Roku’s integration will mark the first use of the solution by a publisher. Roku’s usage demonstrates how Innovid’s Harmony Reach & Frequency can differentiate the premium value of publishers’ supply through incremental reach and optimization. To enable this, Innovid intends to share signals through the Roku Data Cloud. With this integration, advertisers will be able to:

• Drive Incremental Reach: By suppressing households already saturated across an advertiser’s buys, Roku can uniquely reach and target net-new viewers that could not have been reached elsewhere.
• Maximize Campaign Effectiveness: The solution helps advertisers mitigate waste, increasing the overall value of their ad inventory.
• Enhance Frequency Management: Roku can apply Harmony Reach & Frequency and optimize for enhanced frequency exposure to drive outcomes.

“We are constantly looking to enhance our on-target delivery capabilities by better management of reach and frequency with the combination of Roku Data Cloud and Innovid Harmony Reach & Frequency,” said Miles Fisher, Senior Director of Strategic Advertising Partnerships, Roku. “This partnership demonstrates our commitment to advancing the TV streaming ecosystem by aligning supply and demand-side goals, and our leadership in embracing innovative solutions that prioritize the advertiser-viewer balance.”

In addition to this milestone, Roku was the first publisher partner for Harmony Direct, which streamlines the workflow for guaranteed, non-biddable TV streaming media to its purest form by removing all friction points, including additional technology “hops,” fees, and energy waste. Together, these initiatives illustrate the shared vision of Innovid and Roku to simplify and optimize advertising across the ecosystem.

“Frequency management has traditionally been seen as an advertiser challenge, but it’s also a tremendous opportunity for publishers to stand out and improve the CTV ecosystem for all,” said Guy Kuperman, Chief Strategy Officer, Innovid. “Roku’s adoption of Harmony Reach & Frequency demonstrates its commitment to innovation, empowering advertisers, and enhancing the viewer experience. We are thrilled to continue partnering with them to drive the next wave of CTV advertising innovation.”

Roku Intends to Integrate Harmony Conversions

Roku also intends to deepen its partnership with Innovid by integrating Harmony Conversions, a new addition to Innovid’s Harmony suite. This solution bridges the gap between supply-side optimization and advertisers' outcome metrics by enabling publishers to access near real-time conversion signals for in-flight campaign adjustments. With features like identifying high-performing attributes (e.g., geo, content genre, daypart), suppressing impressions for households that have already converted, and aligning targeting with advertiser KPIs, Harmony Conversions enhances campaign efficiency, maximizes outcomes, and fosters stronger publisher-advertiser partnerships.

Innovid & Roku Plan to Expand Existing Measurement Partnership

Beyond Harmony, Innovid and Roku intend to deepen their existing measurement partnership to enhance value and efficiency across the CTV ecosystem. Partnering through the Roku Data Cloud, Innovid will integrate Roku’s OS insights into its measurement platform, enabling even greater accuracy and precision for advertisers.

For more information about Innovid’s Harmony initiative and suite of products, visit Innovid.com/Harmony.

*By hours streamed (Hypothesis Group: Dec 2023)

About Innovid

Innovid (NYSE: CTV) is an independent software platform for the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital. Through a global infrastructure that enables cross-platform ad serving, data-driven creative, and measurement, Innovid offers its clients always-on intelligence to optimize advertising investment across channels, platforms, screens, and devices. Innovid is an independent platform that leads the market in converged TV innovation, through proprietary technology and exclusive partnerships designed to reimagine TV advertising. Headquartered in New York City, Innovid serves a global client base through offices across the Americas, Europe, and Asia Pacific. To learn more, visit https://www.innovid.com/ or follow us on LinkedIn or X.

About Roku, Inc.

Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals, and the #3 app on our platform by both reach and engagement. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

Roku and Roku TV are trademarks or registered trademarks of Roku, Inc. in the U.S. and in other countries. Tradenames, trademarks, and services marks of other companies appearing in this press release are the property of their respective holders.

This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance, or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to those related to the benefits and availability of Harmony Reach & Frequency, Harmony Conversions, and Roku Data Cloud and the partnership between Innovid and Roku. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Innovid Corp. and Roku, Inc. file with the Securities and Exchange Commission, including the Annual Report on Form 10-K for the year ended December 31, 2023 and the Quarterly Report on Form 10-Q for the quarter ended September 30, 2024. Copies of reports filed with the SEC are posted on Innovid’s and Roku’s websites and are available from Innovid and Roku without charge.

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