Innovid CTV & OTT Ad Management
Innovid is the independent platform for serving, personalizing, and measuring connected TV and video advertising. As TV moves to streaming, it brings the creative control and accountability of digital to the biggest screen in the house.
Digital's accountability for streaming TV
Innovid is a leading independent platform for serving, personalizing, and measuring advertising across connected TV (CTV), over-the-top (OTT) streaming, and digital video. Rather than a media-buying DSP, it's the technology layer that handles how video ads are delivered, tailored, and measured across the fragmented streaming landscape. Innovid management is using that platform well — bringing the creative control, personalization, and measurement of digital advertising to the rapidly growing world of streaming TV.
The platform matters because of where TV is going. Viewing has shifted decisively from traditional broadcast to streaming and connected TV, and that shift created both an opportunity and a problem. The opportunity is that TV advertising can now have the targeting, personalization, and measurability of digital. The problem is that streaming is fragmented across countless apps, devices, and platforms — and serving, personalizing, and measuring ads consistently across that fragmentation requires a dedicated technology layer. That's the role Innovid plays.
We manage Innovid for D2C brands moving into or scaling connected TV and streaming video. We handle the ad serving, creative personalization, and measurement setup, and run it to capture what makes CTV compelling — TV's impact with digital's accountability. The aim is streaming video advertising that's delivered consistently, tailored where it adds value, and measured properly, rather than TV spend that disappears into the streaming fog.
How we run Innovid
How we manage your Innovid setup
Define the CTV role
We start from what connected TV should do in your mix — reach, brand, measurable video — because that shapes how the platform is used.
Set up serving and tracking
We configure ad serving and measurement across the streaming landscape, so delivery is consistent and performance is actually measurable.
Build and personalize creative
We manage video creative and personalization, tailoring to audience and context where it genuinely adds value over a single spot.
Coordinate cross-screen
We coordinate delivery across CTV and other screens, so the brand's video presence is consistent rather than fragmented by device.
Measure and optimize
We measure CTV performance and optimize on it, capturing the accountability that streaming enables and broadcast never allowed.
TV finally gets measurable
Television advertising has always had unique impact — the big screen, the immersive moment, the trust and reach of TV — and a unique frustration: it was bought and measured crudely. Traditional broadcast meant broad, untargeted spots, the same ad to everyone, with measurement based on panels and estimates rather than real data. TV had the impact but lacked the targeting, personalization, and accountability that made digital advertising so powerful. The two worlds were separate, and TV was the less measurable one.
The shift to streaming and connected TV collapses that divide, and platforms like Innovid are how brands take advantage of it. Because CTV is delivered over the internet, video advertising can now have digital's capabilities — it can be targeted, personalized, served consistently, and measured with real data. TV keeps its impact and gains digital's accountability. But realizing that requires a technology layer to handle delivery, personalization, and measurement across a streaming landscape fragmented into countless apps, devices, and platforms, which is exactly what Innovid provides.
For a D2C brand, this makes TV-scale video advertising accessible and accountable in a way it never was. You no longer have to choose between TV's impact and digital's measurability; CTV, run on a platform like Innovid, offers both. The catch is that the fragmentation is real and the medium is still maturing, so capturing the benefit takes running it deliberately — serving consistently, personalizing where it adds value, and measuring properly. Done well, it turns the biggest screen in the house into a channel a performance-minded brand can actually use and trust, rather than the unaccountable brand spend TV used to be.
TV impact, digital discipline
We run Innovid to capture what makes CTV genuinely valuable: TV's impact with digital's discipline. The whole reason connected TV matters is that it brings targeting, personalization, and measurement to the big screen, so we run it that way — serving consistently, tailoring creative where it helps, and measuring real performance. A CTV buy that reverts to broadcast-style spray-and-pray, just on streaming, wastes exactly the advantage the medium exists to provide.
We treat the fragmentation of streaming as the core problem to solve. Connected TV is spread across countless apps, devices, and platforms, and serving, personalizing, and measuring ads consistently across that mess is precisely what a platform like Innovid is for. We use it to make a brand's streaming video presence coherent — delivered reliably and measured uniformly — rather than fragmented and unaccountable across a dozen disconnected streaming environments.
And we're honest that CTV is a powerful but still-maturing medium with a specific role. It's excellent for impactful, increasingly measurable video reach and a strong complement to other channels, and we run it with the measurement discipline to prove its contribution. But we size and position it appropriately within a coordinated mix rather than overselling it, because the goal is to add accountable TV-scale video to a brand's strategy where it genuinely strengthens it — not to chase the novelty of advertising on streaming for its own sake.
Frequently Asked Questions
Innovid is a leading independent platform for serving, personalizing, and measuring advertising across connected TV (CTV), OTT streaming, and digital video. Rather than a media-buying DSP, it's the technology layer that handles how video ads are delivered, tailored, and measured across the fragmented streaming landscape — bringing the creative control and accountability of digital advertising to streaming TV.
Connected TV (CTV) refers to ads delivered to TVs connected to the internet, typically through streaming devices and smart TVs; OTT (over-the-top) refers more broadly to content delivered over the internet bypassing traditional broadcast and cable. In practice the terms overlap heavily in advertising. Innovid serves, personalizes, and measures ads across both, plus digital video on other screens.
Because streaming is fragmented across countless apps, devices, and platforms, and serving, personalizing, and measuring ads consistently across that fragmentation requires a dedicated technology layer. Innovid provides that — making a brand's streaming video presence coherent and accountable rather than chaotic and unmeasurable across a dozen disconnected streaming environments. It's the infrastructure that makes CTV's promise practical.
Traditional broadcast meant broad, untargeted spots — the same ad to everyone — measured by panels and estimates. Because CTV is delivered over the internet, video advertising can now be targeted, personalized, served consistently, and measured with real data, while keeping TV's impact. CTV gives a brand TV-scale video reach with digital's accountability, instead of forcing a choice between impact and measurability.
No — Innovid is primarily an ad-serving, personalization, and measurement platform, not a media-buying DSP. It's the technology layer for how video ads are delivered, tailored, and measured across streaming, which complements rather than replaces media buying. We run it for that role — consistent serving, personalization, and measurement — within a broader CTV and video strategy that includes how the media is actually bought.
Yes — video personalization is a core Innovid capability and a genuinely new one for TV. We tailor video creative to audience and context where it adds real value, bringing a digital capability to the big screen that traditional broadcast never had. The key is personalizing where it genuinely improves relevance and performance, rather than adding variation for its own sake.
With the real-data measurement and attribution that streaming makes possible and broadcast never offered — capturing CTV's accountability rather than relying on panel estimates. We set up measurement properly and optimize on it, and run CTV with the discipline to prove its contribution within your mix. That measurability is much of what makes connected TV usable for a performance-minded brand, and we treat it as central.
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150+ D2C brands scaled. $500 Mn+ in tracked revenue. Since 2004.