Harmony Frequency launched by Innovid

Innovid, a standalone software platform for crafting, delivering, measuring, and optimizing ads across connected TV (CTV), traditional TV, and digital channels, has introduced Harmony Frequency, a comprehensive frequency management tool for CTV and digital ads. This solution gives Demand Side Platforms (DSPs) access to frequency insights across a brand's entire media mix before bidding, helping to minimize ad redundancy, boost campaign efficiency, and enhance the viewer experience.

Harmony Frequency is the latest development from Innovid’s Harmony initiative, which focuses on refining the CTV and digital advertising environment.

Managing how often an ad is displayed is vital for successful campaigns, and existing frequency capping methods are fragmented. Advertisers and media providers have typically had to set frequency limits individually for each publisher or DSP platform, resulting in repeated ad exposure to the same audience. Innovid’s ad server, which tracks every ad impression, publisher, platform, device, and household, powers Harmony Frequency, providing a comprehensive view of frequency across digital advertising. The solution delivers detailed data to DSPs, integrating frequency management insights into programmatic buying decisions before the bid. This process helps advertisers reduce unnecessary spending by avoiding overexposure, optimize budgets by reallocating funds to less-exposed households, and improve the viewer experience by preventing ad fatigue.

Harmony Frequency entered closed beta testing with major DSPs, including Yahoo DSP, earlier this month.

Innovid launched the Harmony product suite earlier this year to optimize advertising infrastructure, enhance efficiency, improve transparency and control, reduce carbon emissions, increase ROI, and deliver better viewing experiences. Harmony Frequency is the latest innovation to help achieve these objectives by incorporating frequency management insights into the initial stages of programmatic buying strategies.