Roku, Innovid Launch Harmony Reach & Frequency
Beyond Harmony, Innovid and Roku intend to deepen their existing measurement partnership to enhance value and efficiency across the CTV ecosystem.
Topics
Innovid, an independent software platform for the creation, delivery, measurement, and optimisation of advertising across CTV, linear, and digital, announced the launch of Harmony Reach & Frequency for publishers, in partnership with Roku, a TV streaming platform in the US. Collaborating with Roku to address the challenges of frequency management from the supply side, the partnership will deliver value for advertisers through optimised incrementality and campaign effectiveness.
Part of Innovid’s Harmony initiative, Harmony Reach & Frequency is a 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 optimisation. 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.
- Maximise 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 optimise 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 prioritise the advertiser-viewer balance.”
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 optimisation 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, maximises outcomes, and fosters stronger publisher-advertiser partnerships.
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.
