Maximize impact, minimize waste: A smarter path forward for TV’s top advertisers

In today’s market, advertisers face a new mandate: deliver stronger business results with fewer resources. The good news? That challenge is also an opportunity. With the right tools and strategy, you can drive more impact, greater precision, and real business outcomes—all with less waste.

1. The pressure is on

Tariffs. Inflation. Supply chain volatility. If you're feeling the squeeze, you’re not alone. For many marketers, this isn’t about cutting costs—it’s about stretching budgets further than ever before. That means every dollar spent needs to directly support growth. No fluff. No filler.

So the question becomes: how do you scale your business without scaling your media spend?

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2. It starts with control

You can’t optimize what you don’t control. That’s why ownership is step one. Own your ad serving. Own your data. When you do, you stop guessing and start steering—every impression, every audience segment, every creative variation at your fingertips. And because you’re not locked into walled gardens, you can actually act on those insights. It’s the difference between driving blind and having a GPS for your media strategy.

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3. Unlock efficiency with DCO

Dynamic creative optimization (DCO) isn’t a buzzword—it’s your cheat code for learning at scale.  Collapse the learning cycle into days and weeks, not months and quarters. Test and iterate faster. Personalize deeper. Double down on what’s working and cut what’s not—with surgical precision. It’s how you turn creative from a cost center into a growth engine.

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4. Optimize what actually matters

Not GRPs. Not TRPs. Not vague lift studies. We're talking real, measurable outcomes: incremental reach, site traffic, app installs, purchases, subscriptions—whatever moves the needle for your business. With a media-neutral approach, we help you find the overlaps, reduce waste, and focus spend where it counts. It’s not about buying more media. It’s about buying smarter.

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5. Fix the frequency problem—now

CTV is booming. Linear is declining. And frequency? Completely out of control. Not because there’s too much inventory—but because no one can see the full picture. It’s like trying to solve a maze from the inside.

We change that.

By showing you real, cross-platform frequency, we help you act—cutting down on waste from overserved audiences and shifting focus to the households you’re barely reaching. And when you do that, you unlock real performance gains:

• Lower cost per incremental reach
• Higher conversion rates in low-frequency segments
• Better ROI from the same budget

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Because at the end of the day, business outcomes don’t come from ad impressions. They come from effective impressions—served to the right audience, at the right time, with the right message. And with the right tools and strategy, you're not just along for the ride—you're in the driver’s seat.

Ready to take control? Discover how Innovid’s Harmony initiative is helping deliver the clarity, efficiency, and performance today’s advertisers need.

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