Innovid, Roku frequency management collaboration
January 7, 2025

Innovid, an independent software platform for the creation, delivery, measurement, and optimisation of advertising has announced the launch of Harmony Reach & Frequency for publishers, in partnership with Roku.
Collaborating with Roku to address the challenges of frequency management from the supply side, the partnership aims to deliver value for advertisers through optimised incrementality and campaign effectiveness.
Launched in July 2024 as part of Innovid’s Harmony initiative, Harmony Reach & Frequency is an 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.
“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.”
“Frequency management has traditionally been seen as an advertiser challenge, but it’s also a tremendous opportunity for publishers to stand out and improve the CTV ecosystem for all,” added Guy Kuperman, Chief Strategy Officer, Innovid. “Roku’s adoption of Harmony Reach & Frequency demonstrates its commitment to innovation, empowering advertisers, and enhancing the viewer experience. We are thrilled to continue partnering with them to drive the next wave of CTV advertising innovation.”
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 seek to enhance 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 greater accuracy and precision for advertisers.