Innovid has expanded its Harmony solution with a major new capability: Conversion signals, a set of independent performance indicators designed to help advertisers, publishers, and platforms optimize campaigns in real time based on verified business outcomes—not just exposure metrics. The update positions Innovid as one of the few companies capable of directly linking ad delivery to attributed conversions across both CTV and digital environments.

With Google’s Display & Video 360 already integrating the feature, Innovid is signaling a shift toward outcome-driven optimization at scale. In a market where brands often wait weeks for post-campaign reporting, Conversion signals promise visibility and speed that change how decisions are made—and how budgets are allocated.

Closing the Gap Between Delivery and Outcomes

Historically, advertisers could measure impressions and viewability with precision, yet struggled to connect those exposures to meaningful business actions. Conversion signals bridge this gap by linking ad-serving data to attributed conversions via InnovidXP, the company’s measurement platform.

This closed-loop system—spanning ad serving, measurement, and optimization—is uniquely integrated within Innovid’s stack. The result is a feedback loop that updates continuously, translating exposure-level data into insights that can reshape campaigns mid-flight.

Conversion intelligence can flow directly into DSPs and publisher CAPIs through API integrations, ensuring the system fits smoothly into an advertiser’s existing workflow.

Real-Time Optimization Becomes Practical, Not Aspirational

For years, real-time optimization in TV and CTV has felt more theoretical than actionable. Innovid’s Conversion signals make it possible to adjust strategies while campaigns are live, guided by concrete outcomes such as purchases, subscriptions, or sign-ups.

Across CTV and digital, Conversion signals enable teams to:

Optimize Performance in Real Time

Marketers can identify winning combinations of creative, geography, platform, content genre, and even daypart. They can then adjust delivery to reach more households that resemble high converters.

Increase Efficiency Across the Funnel

Advertisers can reallocate impressions away from audiences already saturated or converted. They can also shift spend toward incremental reach or consumers still in the consideration stage, reducing waste.

Improve Buyer–Seller Alignment

Outcome-based insights help both sides optimize inventory strategies. Publishers gain a clearer view of what drives advertiser value, while buyers gain transparency into supply effectiveness.

According to Guy Kuperman, Innovid’s Chief Strategy Officer, the biggest advantage is simple: advertisers no longer need to wait. “Instead of waiting until a campaign ends, they can now optimize in-flight based on actual business outcomes,” he said. “It’s a smarter, faster way to connect spend to results and make every impression count.”

A Broader Vision for Keeping TV and Digital Open

Conversion signals are part of the growing Harmony ecosystem, Innovid’s unified solution aimed at reducing fragmentation across TV and digital advertising. Harmony centralizes signals such as Reach & Frequency and now Conversion intelligence, giving buyers and sellers a single source of truth for performance.

The platform also extends optimization tools across paid social and the guaranteed, non-biddable supply chain—areas traditionally siloed from outcome data. With Harmony, Innovid is attempting to create a more transparent, open, and interoperable advertising environment at a moment when both CTV and digital are grappling with complexity.

By delivering outcome-driven insights with speed, Innovid is positioning Harmony as a toolset that empowers advertisers to invest where it matters, and publishers to package inventory in ways that reflect real performance value.

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