Innovid has taken another step in advancing real time advertising performance by expanding its Harmony offering with a new capability known as Conversion signals. The company, which operates as an independent software platform focused on the creation, delivery, measurement, and optimization of advertising, is introducing this enhancement as a way to bring publishers and platforms closer to the business outcomes that matter most. Conversion signals are designed to provide performance feedback that reflects real attributed actions rather than relying on proxy metrics that do not always connect with tangible results.
This new feature links ad impressions directly with conversions that can be traced back to exposure events. By establishing this connection, Innovid positions Harmony as a solution that closes a critical gap between ad delivery and campaign success. One of the first major platforms to adopt Conversion signals is Google’s Display & Video 360 which underscores how meaningful real time optimization is becoming within the broader advertising ecosystem. Innovid believes this advancement will give advertisers and publishers a clearer blueprint for making adjustments during a campaign rather than waiting until it ends to review what worked and what did not.
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The innovation extends across connected TV and digital environments and is built to strengthen efficiency while improving targeting. Marketers will be able to recognize which creative elements are prompting results or which content categories and time periods provide greater conversion potential. They can also reduce wasted impressions by shifting away from audiences that have already fulfilled a desired action and retarget prospects who still need additional encouragement in their buying journey. In turn the industry gains stronger alignment between media buyers and inventory sellers because both groups can access shared outcome based data that supports better mutual decision making.
At the core of Conversion signals is outcome intelligence driven by the InnovidXP measurement product. Since Innovid manages the ad serving and the connection to measurement, the entire process remains contained within a single ecosystem that does not rely on multiple third party handoffs. This creates the closed loop infrastructure that allows faster performance feedback and more precise adjustments. The intelligence can be transferred directly into demand side platforms and publisher conversion APIs which helps teams incorporate it quickly without friction.
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“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, Innovid. “Instead of waiting until a campaign ends, they can now optimize in-flight based on actual business outcomes, improving both performance and efficiency. It’s a smarter, faster way to connect spend to results and make every impression count.”
Harmony continues to evolve as a unified advertising framework that keeps both television and digital media environments accessible while reducing complexity. This release strengthens a broader ambition to unite signals such as Reach and Frequency, provide optimization tools for social and improve performance across the guaranteed supply chain. Innovid’s goal is to build a more transparent and synchronized media marketplace where advertisers and publishers are able to collaborate with confidence and pursue stronger outcomes through greater intelligence.
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