Innovid, a leading independent software platform specializing in CTV, linear, and digital advertising, announced that LG Ad Solutions has joined its Harmony initiative. This collaboration aims to streamline advertising processes, boost efficiency, reduce carbon emissions, and enhance the viewing experience on connected TV (CTV) and digital platforms. Launched earlier this year, Harmony brings industry leaders together to advance advertising infrastructure and optimize resource utilization.

• Harmony Initiative and Its Objectives:

  • Innovid’s Harmony initiative was created to unify advertising industry leaders in an effort to optimize efficiency, transparency, and control.
  • Key objectives include maximizing ROI, reducing energy consumption, and creating a seamless viewing experience by eliminating unnecessary steps in the ad delivery process.
  • Harmony Direct, one of Harmony’s core solutions, simplifies workflows for guaranteed CTV media by removing extra hops, reducing fees, and minimizing energy waste.

• LG Ad Solutions Joins Harmony:

  • LG Ad Solutions joins other leading partners like Assembly, CMI Media Group, Goodway Group, PMG, Roku, and Vizio in adopting Harmony Direct.
  • By using Harmony Direct, LG Ad Solutions and other partners aim to eliminate friction in programmatic ad buying, paving the way for more efficient and sustainable ad delivery.

• Impact and Early Success:

  • Early adopters, like PMG, report significant improvements from using Harmony Direct in programmatic buys for local and national campaigns.
  • Initial results for Harmony Direct’s launch partners show an 8% increase in working media for agencies and a 15% yield improvement for publishers.
  • These optimizations could result in over $1 billion in savings for the U.S. CTV market in 2024, allowing for reinvestment into the ecosystem.

• Harmony Frequency for Holistic Campaigns:

  • Recently introduced, Harmony Frequency provides frequency management for CTV and digital ads, allowing DSPs to track ad frequencies across a brand’s media portfolio before placing bids.
  • Currently in beta, this innovation aims to minimize ad fatigue, improve campaign effectiveness, and deliver a better viewer experience.

• Recognition and Industry Support:

  • Harmony has gained notable industry recognition, winning the AdExchanger Award for “Most Innovative TV Advertising Technology.”
  • Zvika Netter, CEO & Founder of Innovid, emphasized the importance of collaborative action to establish a viewer-centric CTV ecosystem, expressing optimism for the future of advertising.

Innovid’s Harmony initiative, now supported by LG Ad Solutions, is poised to reshape the CTV advertising landscape by focusing on efficiency, transparency, and sustainability. The success of Harmony Direct and the potential of Harmony Frequency underscore Innovid’s commitment to improving the ecosystem for advertisers, publishers, and viewers alike. As the initiative grows, it offers an exciting glimpse into a more inclusive, efficient, and viewer-friendly future for CTV advertising.