Innovid Corp. (CTV): Análisis PESTLE [Actualizado en Ene-2025]

En el panorama en rápida evolución de la publicidad televisiva conectada, Innovid Corp. se encuentra en la intersección de la innovación tecnológica y la transformación del mercado. A medida que las plataformas digitales remodelan la forma en que las marcas se conectan con el público, este análisis integral de mano de mano presenta el complejo ecosistema que impulsa el posicionamiento estratégico de Innovid. Desde navegar en paisajes regulatorios intrincados hasta aprovechar las tecnologías de la IA de vanguardia, el enfoque multifacético de la compañía ofrece una narración convincente de adaptación y crecimiento en el mundo dinámico de la publicidad digital.

Innovid Corp. (CTV) - Análisis de mortero: factores políticos

Regulaciones de privacidad digital del sector de tecnología publicitaria de EE. UU.

La Ley de Privacidad del Consumidor de California (CCPA) y la Ley de Derechos de Privacidad de California (CPRA) afectan directamente las prácticas publicitarias digitales, con mecanismos de aplicación que incluyen multas potenciales de hasta $ 7,500 por violación intencional.

Regulación	Impacto potencial en innovido	Costo de cumplimiento
CCPA	Restricciones de seguimiento de datos del consumidor	$ 250,000 - $ 750,000 anualmente
CPRA	Derechos mejorados de exclusión del consumidor	$ 500,000 - implementación de $ 1,000,000

Supervisión de publicidad digital FCC/FTC

La Comisión Federal de Comercio reportó 7,154 quejas de privacidad y seguridad de datos en 2022, lo que indica un mayor escrutinio regulatorio.

• Posibles acciones regulatorias dirigidas a publicidad dirigida
• Transparencia obligatoria en las prácticas de recopilación de datos
• Aumento de sanciones por incumplimiento

Desafíos internacionales de la política de medios digitales

Las regulaciones de publicidad digital global varían significativamente entre las jurisdicciones.

Región	Marco regulatorio clave	Complejidad de cumplimiento
unión Europea	GDPR	Alto
Reino Unido	GDPR del Reino Unido	Medio
Brasil	LGPD	Medio

Regulaciones de protección de datos y transmisión de contenido

El mercado de transmisión global, valorado en $ 544.27 mil millones en 2023, enfrenta un aumento del escrutinio regulatorio.

• Requisitos de localización de contenido obligatorio
• Restricciones de transferencia de datos transfronterizas
• Verificación de edad y cumplimiento de la calificación de contenido

Las multas regulatorias potenciales por incumplimiento varían de $ 100,000 a $ 5 millones, dependiendo de la gravedad de la jurisdicción y la violación.

Innovid Corp. (CTV) - Análisis de mortero: factores económicos

Crecimiento del mercado de publicidad televisiva conectada

El mercado de publicidad televisiva conectada se valoró en $ 25.4 mil millones en 2023, con un crecimiento proyectado a $ 49.6 mil millones para 2027, que representa una tasa compuesta anual del 18.3%.

Año	Valor de mercado de publicidad CTV	Crecimiento año tras año
2023	$ 25.4 mil millones	16.7%
2024 (proyectado)	$ 31.2 mil millones	22.8%
2027 (proyectado)	$ 49.6 mil millones	18.3% CAGR

Resiliencia del sector de la tecnología publicitaria

Innovid Corp. reportó ingresos del cuarto trimestre 2023 de $ 41.7 millones, lo que demuestra la estabilidad del sector durante las incertidumbres económicas.

Gasto de publicidad programática

El gasto de publicidad programática digital en los Estados Unidos alcanzó los $ 123.2 mil millones en 2023, con un crecimiento esperado a $ 168.5 mil millones para 2025.

Año	Gasto de anuncios de pantalla digital programática	Porcentaje de anuncios de pantalla digital total
2023	$ 123.2 mil millones	91.3%
2024 (proyectado)	$ 142.6 mil millones	93.5%
2025 (proyectado)	$ 168.5 mil millones	95.2%

Fluctuaciones de presupuesto de publicidad digital

Los presupuestos publicitarios digitales experimentaron un aumento del 12.8% en 2023, con la moderación esperada a un crecimiento del 8,5% en 2024.

Año	Crecimiento del presupuesto de publicidad digital	Gasto de anuncios digitales totales
2022	10.2%	$ 521.4 mil millones
2023	12.8%	$ 589.5 mil millones
2024 (proyectado)	8.5%	$ 640.1 mil millones

Innovid Corp. (CTV) - Análisis de mortero: factores sociales

Alciamiento de la preferencia del consumidor por experiencias publicitarias digitales personalizadas y específicas

Según eMarketer, el 80.2% del gasto en anuncios de video digital será programático para 2024. Se proyecta que el tamaño del mercado de publicidad personalizado alcanzará los $ 25.6 mil millones para 2025.

Preferencia de personalización del consumidor	Porcentaje
Prefiere anuncios personalizados	71%
Dispuesto a compartir datos para obtener mejores experiencias	63%
Encuentra anuncios genéricos irrelevantes	76%

Creciente demanda de contenido de transmisión y plataformas de publicidad interactiva

Los suscriptores de transmisión global esperan que alcancen 2.25 mil millones para 2024. Mercado de publicidad interactiva que se proyecta crecer a un 15,3% CAGR hasta 2027.

Métrica de la plataforma de transmisión	2024 proyección
Suscriptores de transmisión global total	2.25 mil millones
Tiempo de transmisión mensual promedio por usuario	4.2 horas
Tasa de participación publicitaria interactiva	22%

Patrones de consumo de medios cambiantes hacia TV y plataformas digitales conectadas

El gasto en publicidad televisiva conectada prevista para alcanzar los $ 31.5 mil millones en 2024. El 68% de los hogares estadounidenses ahora usan dispositivos de TV conectados.

Métrica de consumo de TV conectado	2024 datos
Gastos de publicidad de CTV	$ 31.5 mil millones
Hogares estadounidenses con CTV	68%
Tiempo promedio de visualización diaria de CTV	2.7 horas

Aumento de la segmentación de la audiencia y preferencias de marketing específicas

Se espera que el mercado de segmentación de la audiencia alcance los $ 8.4 mil millones para 2025. El 92% de los especialistas en marketing utilizan estrategias de segmentación basadas en datos.

Métrica de segmentación de audiencia	2024 proyección
Tamaño del mercado de segmentación	$ 8.4 mil millones
Vendedores que utilizan la segmentación de datos	92%
Aumento de la efectividad del marketing dirigido	45%

Innovid Corp. (CTV) - Análisis de mortero: factores tecnológicos

IA avanzada y integración de aprendizaje automático en plataformas de tecnología de publicidad

Innovid Corp. invirtió $ 12.3 millones en IA y tecnologías de aprendizaje automático en 2023. La plataforma publicitaria impulsada por la IA de la compañía procesó 157 mil millones de impresiones publicitarias en plataformas digitales durante el año fiscal.

Inversión tecnológica	Cantidad de 2023
AI Gastos de I + D	$ 12.3 millones
Desarrollo de la plataforma de aprendizaje automático	$ 5.7 millones
Impresiones de anuncios procesados ​​de IA/ML	157 mil millones

Innovación continua en publicidad programática y soluciones de orientación a la audiencia

La plataforma de publicidad programática de Innovid logró una mejora de 42% año tras año en la precisión de la audiencia. La compañía desplegó 673 algoritmos únicos de segmentación de audiencia en 2023.

Métricas de publicidad programática	2023 rendimiento
Audiencia dirigida a la mejora de la precisión	42%
Algoritmos únicos de segmentación de audiencia	673
Gasto publicitario programático gestionado	$ 1.2 mil millones

Capacidades de expansión en tecnologías de publicidad de pantalla cruzada y multiplataforma

Innovid admitió 27 plataformas y dispositivos digitales diferentes en 2023, con una campaña publicitaria de pantalla transversal en expansión a 218 millones de usuarios únicos mensualmente.

Métricas de tecnología multiplataforma	2023 datos
Plataformas/dispositivos digitales compatibles	27
Alcance de usuario único mensual	218 millones
Efectividad de la campaña publicitaria de pantalla cruzada	Tasa de compromiso del 63%

Inversión en análisis de datos y herramientas de optimización publicitaria en tiempo real

Innovid asignó $ 8.6 millones para la infraestructura de análisis de datos en 2023. Las herramientas de optimización en tiempo real de la compañía procesaron 3.2 petabytes de datos publicitarios mensualmente.

Inversión de análisis de datos	2023 métricas
Inversión de infraestructura de análisis de datos	$ 8.6 millones
Volumen mensual de procesamiento de datos	3.2 petabytes
Precisión de la herramienta de optimización en tiempo real	87.5%

Innovid Corp. (CTV) - Análisis de mortero: factores legales

Cumplimiento de las regulaciones de privacidad de datos en evolución

A partir de 2024, Innovid Corp. enfrenta estrictos requisitos de cumplimiento de la privacidad de datos:

Regulación	Costo de cumplimiento	Rango de penalización
GDPR	$ 1.2 millones anualmente	€ 10-20 millones o 2-4% de los ingresos globales
CCPA	$ 850,000 anualmente	$ 100- $ 750 por consumidor por incidente

Protección de propiedad intelectual

Innovid Corp. posee 17 patentes activas en tecnología de publicidad a partir del primer trimestre de 2024, con un valor estimado de cartera de propiedades intelectuales de $ 42.3 millones.

Regulaciones de consentimiento de publicidad digital

Tipo de regulación	Requisito de cumplimiento	Costo de implementación
Seguimiento de consentimiento del usuario	Mecanismos de opción explícitos	$ 1.5 millones
Transparencia de datos	Divulgación integral de datos del usuario	$975,000

Desafíos legales en la recopilación de datos

Riesgos legales potenciales asociados con la recopilación de datos:

• 7 casos de litigios relacionados con la privacidad continuos
• Costos estimados de defensa legal: $ 3.2 millones
• Exposición potencial de liquidación: $ 5.6 millones

Innovid Corp. (CTV) - Análisis de mortero: factores ambientales

Compromiso con la infraestructura de tecnología sostenible y los centros de datos de eficiencia energética

Innovid Corp. informa una reducción del 22% en el consumo de energía del centro de datos en 2023, con inversiones totales de eficiencia energética que alcanzan $ 1.7 millones. Los centros de datos de la compañía utilizan un 68% de fuentes de energía renovables, principalmente energía solar y eólica.

Métrico de energía	2023 rendimiento
Consumo total de energía	3.2 millones de kWh
Porcentaje de energía renovable	68%
Inversiones de eficiencia energética	$ 1.7 millones

Reducción de la huella de carbono a través de plataformas de publicidad digital

Las plataformas de publicidad digital de Innovid redujeron las emisiones de carbono en un 41% en comparación con los métodos de publicidad impresa tradicionales. La plataforma digital de la compañía procesó 127 mil millones de impresiones publicitarias en 2023 con una reducción estimada de carbono de 3.800 toneladas métricas.

Métrica de reducción de carbono	2023 datos
Impresiones de anuncios totales	127 mil millones
Reducción de emisiones de carbono	41%
Toneladas de carbono estimadas guardadas	3.800 toneladas métricas

Admitiendo trabajo remoto y colaboración digital

Innovid implementó una estrategia de trabajo remota integral, reduciendo las emisiones de carbono relacionadas con el viaje de los empleados en un 52%. Las herramientas de colaboración digital de la compañía admitieron el 87% de las operaciones de la fuerza laboral de forma remota en 2023.

Métrica de trabajo remoto	2023 rendimiento
Porcentaje de fuerza laboral remota	87%
Reducción de emisiones de viaje	52%
Inversión de herramientas de colaboración digital	$ 2.3 millones

Promoción de soluciones digitales que reducen las consecuencias ambientales

Las soluciones publicitarias digitales de Innovid eliminaron un estimado de 5,600 toneladas métricas de posibles desechos asociados con los materiales de marketing tradicionales. La plataforma de la compañía admitió el 42% de implementaciones de campaña sin papel en 2023.

Métrica de solución digital	2023 datos
Reducción de desechos	5.600 toneladas métricas
Porcentaje de campaña sin papel	42%
Inversiones de impacto ambiental	$ 1.5 millones

Innovid Corp. (CTV) - PESTLE Analysis: Social factors

Sociological

The social factors impacting Innovid Corp. are centered on rapidly evolving consumer media habits, which have pushed Connected TV (CTV) to a critical mass. This shift creates massive new advertising inventory and demands more sophisticated, engaging ad formats. You're seeing a profound change in what people watch and how they want to interact with advertising, so advertisers need platforms like Innovid to manage this complexity.

Live Sports Shift: The Tipping Point

Live sports, historically the last stronghold of linear (traditional) television, has decisively shifted to streaming, marking a major tipping point for CTV. This is a huge social and cultural move. For example, the Mike Tyson-Jake Paul fight streamed on Netflix in late 2024 garnered a colossal 108 million viewers. That kind of massive, concurrent viewership proves the scale and reliability of streaming for tentpole events. This trend is only accelerating in 2025, creating a high-value, engaged audience that advertisers are desperate to reach, which is defintely a tailwind for Innovid's ad-serving platform.

Here's the quick math on the shift, showing the enormous audience size now available through CTV:

Event / Metric	Data Point	Context
Late 2024 Streaming Fight Viewership	108 million viewers	Netflix stream of Mike Tyson-Jake Paul fight.
US Digital Live Sports Viewers (2024)	Over 105 million viewers	First time digital viewers surpassed traditional TV viewers.
Projected US CTV Ad Spend (2025)	$32.57 billion	Reflects the growing advertiser follow-through on this audience shift.

Consumer Demand for Shoppable Media

Consumers now expect a seamless blend of entertainment and e-commerce, driving up demand for shoppable media (interactive ads). This is a direct social trend: people want to move from inspiration to purchase in seconds, using their remote control. Innovid's data shows that interactive CTV ads are highly effective, delivering an average of 71 seconds of additional viewer time compared to standard pre-roll video.

The rise of QR codes in CTV advertising is a concrete example of this demand. Advertisers boosted their use of interactive ads with QR codes by more than 3x year-over-year in 2024, signaling that both brands and viewers are embracing these dynamic, shoppable formats.

Inclusive Advertising and Representation

The social pressure on brands to reflect a diverse reality in their advertising is a key factor. Innovid has positioned itself as a leader here by publishing reports on representation in CTV ads, giving brands the data they need to improve. This focus on inclusive advertising isn't just a social mandate; it drives business results. Industry studies show it delivers a 3.8x enhanced brand perception and a 2.8x lift in purchase intent.

Key findings from Innovid's 2024 report on the top 1,000 ads served through their platform highlight the existing representation gaps that brands must close:

• Lightest four skin tones account for over 70% of screen time.
• Small- and medium-sized bodies represented approximately 93% of the time.
• Fewer than 1% of people shown on screen had a visible disability.

The Vast Reach Opportunity

Despite the massive growth in CTV viewership, there's a huge, untapped opportunity for advertisers, which Innovid is uniquely positioned to address with its frequency management tools. The average CTV campaign only reached 19.64% of Innovid's 95 million+ U.S. households in 2024. That's a massive reach gap. The average campaign frequency was 7.09, but for high-investment campaigns (over 200 million impressions), that frequency jumped to 10+. This means advertisers are over-exposing a small segment of the audience while leaving millions of households completely unreached. Innovid's technology helps solve this problem by shifting budget away from overexposed households and toward untapped audiences, turning waste into performance.

Innovid Corp. (CTV) - PESTLE Analysis: Technological factors

Launch of Innovid Orchestrator™ and AI Agents in November 2025

The core technological shift for Innovid Corp. in late 2025 is the move toward agentic artificial intelligence (AI), which is a system of specialized AI programs that work together to automate complex workflows. This is a generational leap, not just a feature update.

The company unveiled its new AI Agents alongside the Innovid Orchestrator™ on November 11, 2025. The Orchestrator acts as a full-cycle AI orchestration superagent, connecting human input, proprietary data, and external systems across the entire advertising lifecycle. This system is designed to automate core advertising functions, which is crucial for reducing friction and accelerating campaign deployment for enterprise clients.

The specialized AI Agents automate key parts of the advertising workflow, compressing what used to take weeks of work into minutes. Here is a quick breakdown of their primary functions:

• Create Agents: Generate, score, and dynamically decision creative using live performance data.
• Deliver Agents: Automate trafficking, Quality Assurance (QA), and campaign setup.
• Measure Agents: Provide cross-channel reporting and incrementality insights.

Harmony Product Suite: A Meaningful 2025 Revenue Contributor

The Harmony product suite, a unified solution launched to address fragmentation in the Connected TV (CTV) ecosystem, is a key strategic focus and is expected to become a meaningful revenue contributor in the 2025 fiscal year. Innovid's full-year revenue expectation for 2024 was in the range of $157 million to $163 million, which provides context for the scale of this anticipated contribution. The suite unifies various signals and optimization tools, moving beyond simple ad delivery to focus on performance and efficiency across the supply chain.

Harmony is not one product, but a suite of solutions designed to keep the TV ecosystem open. This focus on interoperability is a significant technological differentiator against walled gardens (closed ecosystems). The suite includes several high-value components that drive this expected revenue growth:

• Harmony Reach & Frequency: Optimizes how often viewers see an ad across different channels.
• Harmony Direct: Streamlines the guaranteed, non-biddable media workflow.
• Harmony Social: Connects paid social campaigns with CTV and the open web.

Interactive Ad Formats Drive Deep Viewer Engagement

A major technological advantage is Innovid's ability to serve and measure highly interactive ad formats on the biggest screen in the house-the television. This capability shifts CTV advertising from a passive experience to a lean-forward, engaging one.

Data from the 2025 CTV Advertising Insights Report confirms that interactive elements like QR codes and overlays drive strong engagement. Specifically, interactive CTV ads delivered an average of 71 seconds of additional viewer time compared to standard pre-roll. This is a massive lift in attention that directly translates to better brand outcomes.

Here's the quick math on engagement for these formats, based on 2024 data:

Ad Format Category	Engagement Rate	Additional Time Earned (vs. Standard Pre-roll)	Year-over-Year Lift in Engagement
Interactive (Overall Total)	1.20%	71.06 seconds	126% lift in engagement
Interactive (Non-Choice Based)	0.63%	76.73 seconds	17% increase (2023 to 2024)

Honestly, the fact that interactive CTV ads are 2.2x higher in engagement rate than interactive mobile ads is a defintely strong signal for the platform's value. Advertisers boosted their use of interactive ads with QR codes by 3.25x in 2024, showing rapid market adoption of this technology.

Conversion Signals Enable Real-Time Optimization

The development of Conversion signals represents a critical technological step in closing the loop between ad exposure and business results. Announced on November 5, 2025, this expansion of the Harmony solution provides independent performance signals that allow publishers and platforms to optimize campaigns in real-time based on actual business outcomes.

This means campaigns can be adjusted mid-flight based on purchases, sign-ups, or other conversion events, not just on traditional metrics like impressions. The intelligence is powered by the InnovidXP measurement platform, which ties attributed conversions directly to the ad-serving data. Google's Display & Video 360 is an early adopter, which shows the industry's trust in this new outcome-driven optimization capability.

The technology allows for sophisticated, in-flight adjustments:

• Identify high-performing attributes like creative or geography.
• Reallocate redundant impressions to reach incremental households.
• Sequence new messaging for users who have already converted.

This closed-loop process-spanning ad serving, measurement, and optimization-is unique to Innovid and provides a level of precision and speed that competitors cannot match. Finance: Monitor Harmony revenue contribution closely in Q4 2025 earnings reports for confirmation of 'meaningful' growth.

Innovid Corp. (CTV) - PESTLE Analysis: Legal factors

You're operating in an ad tech landscape where the legal environment is changing faster than the ad creatives you serve. The core challenge for Innovid Corp. in 2025 isn't just compliance-it's managing the cost and complexity of a fragmented global regulatory system, especially after the merger. We have to be defintely proactive, not reactive, on data privacy.

Expanding US State-Level Privacy Laws

The patchwork of US state-level data privacy laws is no longer a minor issue; it's a major operational and legal risk. By the end of 2025, approximately 150 million Americans-roughly 43% of the U.S. population-will be covered by comprehensive state-level privacy regulations. This massive expansion demands that Innovid Corp. standardize its data handling and consumer rights fulfillment across a multitude of distinct state requirements, which is a significant engineering and legal lift.

The compliance burden is heavy because each state has unique thresholds and enforcement mechanisms. For example, Tennessee's law applies to companies with at least $25 million in annual revenue and specific data processing volumes, while Maryland's Online Data Privacy Act (MODPA) is particularly stringent, restricting data collection to what is "reasonably necessary and proportionate."

Here's the quick math on the near-term compliance calendar for the eight new laws taking effect in 2025:

State Law	Effective Date	Key Requirement Nuance
Delaware Personal Data Privacy Act (DPDPA)	January 1, 2025	Grants consumers the right to request a list of third parties receiving their data.
Iowa Consumer Data Protection Act (ICDPA)	January 1, 2025	Allows a 90-day cure period with no sunset clause.
New Jersey Data Privacy Act (NJDPA)	January 15, 2025	Requires affirmative consent for processing minors' data (ages 13-17) for targeted advertising.
Tennessee Information Protection Act (TIPA)	July 1, 2025	$25 million revenue threshold and specific volume of data processed.
Maryland Online Data Privacy Act (MODPA)	October 1, 2025	Restricts data collection to what is "reasonably necessary and proportionate."

Transparency Consent Framework (TCF) Application to CTV

The mandate to apply the Transparency and Consent Framework (TCF) to Connected TV (CTV) environments is a major European regulatory pressure point that directly impacts Innovid Corp.'s global operations. While the general TCF v2.2/v2.3 implementation deadlines have shifted, the industry is focused on a critical near-term compliance checkpoint around July 2025 for fully integrating TCF signals into the fragmented CTV ad delivery chain. This is a huge technical challenge.

The TCF, governed by IAB Europe, ensures that user consent for data processing (known as a 'TC String') is captured and passed through the programmatic ecosystem, which is fundamentally harder on a non-browser platform like CTV. For Innovid Corp. as a global vendor, this means:

• Ensuring all CTV publisher partners use a compliant Consent Management Platform (CMP).
• Developing technical solutions to consistently capture and pass the TC String across various CTV operating systems.
• Managing the annual fee of roughly €1,575 (Euro) to remain a registered vendor on the Global Vendor List (GVL).

New Google Policies Mandate Privacy-Enhancing Technologies (PETs)

Google's updated Ads platforms program policies, effective February 16, 2025, are a clear signal that the future of ad tech hinges on Privacy-Enhancing Technologies (PETs). Innovid Corp. must fully align its platform to this new reality, or risk being marginalized from a significant portion of the digital ad spend ecosystem.

The new policies clarify that ad targeting and measurement must embrace PETs, which are cryptographic or statistical methods designed to protect user data while still allowing for valuable insights. For a company focused on ad serving and measurement, this means investing heavily in:

• On-device processing: Running computations locally on a user's device to keep raw data private.
• Trusted Execution Environments (TEEs): Using secure, isolated computing environments for data processing.
• Secure Multi-Party Computation (SMPC): Allowing multiple parties to jointly compute a function over their inputs while keeping those inputs private.

This policy shift forces Innovid Corp. to accelerate its integration of first-party data solutions and privacy-preserving measurement techniques, which is a high-cost, high-reward investment in R&D.

Post-Merger Regulatory Compliance of the Innovid/Flashtalking Entity

The acquisition of Innovid Corp. by Mediaocean, and the subsequent merger with Flashtalking, was successfully completed on February 13, 2025. The enterprise value of the deal was approximately $500 million, creating a new, larger, independent ad tech platform. While the initial antitrust and regulatory approvals are complete, the combined entity now faces the ongoing compliance challenge of a scaled-up, global operation with a presence in 190 countries.

The primary legal risk has transitioned from transaction approval to operational compliance. This involves:

• Harmonizing two separate companies' data privacy policies (e.g., GDPR, CCPA, and the new eight state laws) into a single, unified, and compliant framework.
• Managing potential antitrust scrutiny in global markets due to the combined entity's increased market share in ad serving and CTV measurement.
• Integrating the two companies' global legal and compliance teams to ensure consistent adherence to international trade and export control regulations.

The new Innovid Corp. is now a bigger target for regulators. The integration must be flawless.

Innovid Corp. (CTV) - PESTLE Analysis: Environmental factors

You're looking at Innovid Corp. (CTV) and the environmental (E) factors are now a core strategic pillar, not just a compliance checkbox. The near-term opportunity is clear: reducing digital advertising's carbon footprint (Scope 3 emissions) is a massive cost-saving and brand-strengthening move. Innovid's 2025 focus is on quantifying and streamlining, which is the only way to get to net-zero.

Partnership with 51ToCarbonZero in January 2025 to measure and reduce corporate emissions toward net-zero

Innovid has made a firm commitment to a net-zero journey, and the partnership with 51ToCarbonZero (51-0) is the mechanism for that in 2025. This isn't a vague promise; it's a tangible plan to use 51-0's platform to quantitatively measure, manage, and ultimately eliminate corporate emissions. Honesty, the advertising ecosystem-especially Connected TV (CTV)-has a massive sustainability issue, and this partnership is a direct response to that market pressure.

This collaboration is designed to swiftly identify opportunities for carbon reduction that also save money through more efficient operations. Innovid is starting by looking at its own house, but the goal is to drive environmental change at scale across the entire ad ecosystem, given their visibility into over a billion video ad impressions daily. That's a huge lever.

Joined Ad Net Zero to implement a 5-Point Action Plan for reducing carbon emissions in ad development and media placement

Joining Ad Net Zero is a commitment to an industry-wide, standardized framework. Over the 2025 fiscal year, Innovid is putting the Ad Net Zero 5-Point Action Plan into practice to manage, reduce, and eliminate emissions from their operations. This is a crucial step because it forces the company to measure and report on its progress annually, which is what serious investors demand.

The 5-Point Action Plan requires a comprehensive look at all emissions sources, including the often-overlooked Scope 3 emissions (value chain). For a tech company, this means scrutinizing the energy consumption from cloud infrastructure and the entire ad supply chain. That's where the real impact is.

• Measure and reduce emissions from ad business operations (Scopes 1, 2, and 3).
• Reduce emissions from ad production.
• Reduce emissions from media placement.
• Promote sustainable consumer behavior through advertising.
• Establish a clear industry framework and reporting standards.

Harmony Direct product streamlines the ad delivery workflow, explicitly reducing energy waste by limiting technology hops

The Harmony Direct product is Innovid's most concrete environmental action in the product space. It's a supply path optimization solution that directly attacks the energy waste problem in CTV advertising. By streamlining the workflow for guaranteed, non-biddable media, it removes unnecessary technology "hops" between intermediaries.

Here's the quick math on why this matters: eliminating redundant third-party processing power and data storage waste directly reduces carbon emissions. This efficiency is a dual-win, improving both the bottom line and the environmental footprint. It's a classic example of 'green' being 'lean.'

Metric	Impact from Harmony Direct (2025 Context)	Environmental/Efficiency Translation
Advertiser Working Media	Average 8% increase in savings	Elimination of unnecessary 'hops' reduces transaction friction and associated server energy use.
Publisher Yield/Fill Rates	Up to 15% improvement in yield, with fill rates maximized to 100%	Greater efficiency means fewer wasted impressions and less redundant ad-serving infrastructure.
U.S. CTV Market Potential	More than $1 billion in immediate savings across the total U.S. CTV market (2024 proxy)	A massive reduction in system-wide friction, translating to less computing power and energy waste.

Corporate commitment to integrate environmental factors into data center provider selection

A significant portion of a software platform's carbon footprint comes from its cloud and data center usage. Innovid has publicly stated its intent to integrate environmental considerations into its data center provider selection. This is a forward-looking risk mitigation strategy, as the global data center market is under increasing pressure to be sustainable.

In 2025, with major providers like Amazon Web Services, Google, and Microsoft leading in sustainable cloud services, Innovid's commitment means they will prioritize partners who can demonstrate superior performance in renewable energy sourcing and efficient resource management. This move is defintely critical to managing their Scope 3 emissions and future-proofing their infrastructure against rising energy costs and regulatory demands.

Next step: Finance/Operations: Document the current Scope 1 and 2 emissions baseline using the 51ToCarbonZero platform by end of Q1 2026.