Innovid Corp. (CTV): Análise de Pestle [Jan-2025 Atualizado]

No cenário em rápida evolução da publicidade da TV conectada, a Innovid Corp. fica na interseção da inovação tecnológica e da transformação do mercado. À medida que as plataformas digitais reformulam como as marcas se conectam com o público, essa análise abrangente de pestle revela o complexo ecossistema que impulsiona o posicionamento estratégico da Innovid. Desde a navegação de paisagens regulatórias complexas até as tecnologias de ponta de AI de ponta, a abordagem multifacetada da empresa oferece uma narrativa convincente de adaptação e crescimento no mundo dinâmico da publicidade digital.

Innovid Corp. (CTV) - Análise de Pestle: Fatores Políticos

Regulamentos de privacidade digital de tecnologia de publicidade nos EUA

A Lei de Privacidade do Consumidor da Califórnia (CCPA) e a Lei de Direitos de Privacidade da Califórnia (CPRA) afetam diretamente as práticas de publicidade digital, com mecanismos de execução, incluindo possíveis multas de até US $ 7.500 por violação intencional.

Regulamento	Impacto potencial no Inovid	Custo de conformidade
CCPA	Restrições de rastreamento de dados do consumidor	US $ 250.000 - US $ 750.000 anualmente
CPRA	Direitos de exclusão de consumidores aprimorados	US $ 500.000 - Implementação de US $ 1.000.000

Supervisão de publicidade digital FCC/FTC

A Comissão Federal de Comércio relatou 7.154 queixas de privacidade e segurança de dados em 2022, sinalizando o aumento do escrutínio regulatório.

• Potenciais ações regulatórias direcionadas à publicidade direcionada
• Transparência obrigatória em práticas de coleta de dados
• Aumento de penalidades por não conformidade

Desafios internacionais de política de mídia digital

Os regulamentos globais de publicidade digital variam significativamente entre as jurisdições.

Região	Principais Estrutura Regulatória	Complexidade da conformidade
União Europeia	GDPR	Alto
Reino Unido	GDPR do Reino Unido	Médio
Brasil	LGPD	Médio

Proteção de dados e regulamentos de streaming de conteúdo

O mercado global de streaming, avaliado em US $ 544,27 bilhões em 2023, enfrenta o aumento do escrutínio regulatório.

• Requisitos obrigatórios de localização de conteúdo
• Restrições de transferência de dados transfronteiriças
• Verificação de idade e conformidade de classificação de conteúdo

As multas regulatórias potenciais para não conformidade variam de US $ 100.000 a US $ 5 milhões, dependendo da jurisdição e da gravidade da violação.

Innovid Corp. (CTV) - Análise de Pestle: Fatores Econômicos

Crescimento do mercado de publicidade de TV conectada

O mercado de publicidade de TV conectado foi avaliado em US $ 25,4 bilhões em 2023, com crescimento projetado para US $ 49,6 bilhões até 2027, representando uma CAGR de 18,3%.

Ano	Valor de mercado de publicidade da CTV	Crescimento ano a ano
2023	US $ 25,4 bilhões	16.7%
2024 (projetado)	US $ 31,2 bilhões	22.8%
2027 (projetado)	US $ 49,6 bilhões	18,3% CAGR

Resiliência do setor de tecnologia de publicidade

A Innovid Corp. registrou a receita do quarto trimestre de 2023 de US $ 41,7 milhões, demonstrando estabilidade do setor durante incertezas econômicas.

Gastos com publicidade programática

Os gastos com publicidade de exibição digital programática nos Estados Unidos atingiram US $ 123,2 bilhões em 2023, com crescimento esperado para US $ 168,5 bilhões até 2025.

Ano	Gasto de anúncios de exibição digital programática	Porcentagem de anúncios totais de exibição digital
2023	US $ 123,2 bilhões	91.3%
2024 (projetado)	US $ 142,6 bilhões	93.5%
2025 (projetado)	US $ 168,5 bilhões	95.2%

Flutuações de orçamento de publicidade digital

Os orçamentos de publicidade digital sofreram um aumento de 12,8% em 2023, com moderação esperada para um crescimento de 8,5% em 2024.

Ano	Crescimento do orçamento de publicidade digital	Gastes de anúncios digitais totais
2022	10.2%	US $ 521,4 bilhões
2023	12.8%	US $ 589,5 bilhões
2024 (projetado)	8.5%	US $ 640,1 bilhões

Innovid Corp. (CTV) - Análise de Pestle: Fatores sociais

Crescente preferência do consumidor por experiências de publicidade digital personalizadas e direcionadas

De acordo com o eMarketer, 80,2% dos gastos com anúncios de vídeo digital serão programáticos até 2024. O tamanho do mercado de publicidade personalizado deve atingir US $ 25,6 bilhões até 2025.

Preferência de personalização do consumidor	Percentagem
Prefere anúncios personalizados	71%
Disposto a compartilhar dados para melhores experiências	63%
Encontre anúncios genéricos irrelevantes	76%

Crescente demanda por conteúdo de streaming e plataformas de publicidade interativa

Os assinantes de streaming global que se espera que atinjam 2,25 bilhões até 2024. O mercado de publicidade interativa projetada para crescer a 15,3% de CAGR até 2027.

Métrica da plataforma de streaming	2024 Projeção
Total de assinantes de streaming global	2,25 bilhões
Tempo médio de streaming mensal por usuário	4,2 horas
Taxa de engajamento de anúncios interativa	22%

Mudança de padrões de consumo de mídia para plataformas de TV e digital conectadas

Os gastos com publicidade na TV conectada previstos para atingir US $ 31,5 bilhões em 2024. 68% das famílias dos EUA agora usam dispositivos de TV conectados.

Métrica de consumo de TV conectado	2024 dados
Gastos com publicidade da CTV	US $ 31,5 bilhões
USES DE US	68%
Tempo médio de visualização diária do CTV	2,7 horas

Crescente segmentação do público e preferências de marketing direcionadas

O mercado de segmentação de público-alvo deve atingir US $ 8,4 bilhões até 2025. 92% dos profissionais de marketing utilizam estratégias de segmentação orientadas a dados.

Métrica de segmentação do público	2024 Projeção
Tamanho do mercado de segmentação	US $ 8,4 bilhões
Profissionais de marketing usando segmentação de dados	92%
Eficácia de marketing direcionada Aumentar	45%

Innovid Corp. (CTV) - Análise de Pestle: Fatores tecnológicos

A IA avançada e a integração de aprendizado de máquina em plataformas de tecnologia de publicidade

A Innovid Corp. investiu US $ 12,3 milhões em tecnologias de IA e aprendizado de máquina em 2023. A plataforma de publicidade orientada pela AI da empresa processou 157 bilhões de impressões de anúncios em plataformas digitais durante o ano fiscal.

Investimento em tecnologia	2023 quantidade
Despesas de P&D da AI	US $ 12,3 milhões
Desenvolvimento da plataforma de aprendizado de máquina	US $ 5,7 milhões
Impressões de anúncios processadas por IA/ml totais	157 bilhões

Inovação contínua em publicidade programática e soluções de segmentação de público -alvo

A plataforma de publicidade programática da Innovid alcançou uma melhoria de 42% ano a ano na precisão do alvo do público. A empresa implantou 673 algoritmos de segmentação de público -alvo exclusivos em 2023.

Métricas de publicidade programática	2023 desempenho
Melhoria da precisão de direcionamento do público	42%
Algoritmos de segmentação de público -alvo exclusivos	673
Gastos programáticos de anúncios gerenciados	US $ 1,2 bilhão

Expandir recursos em teliões de tela transversal e multi-plataforma

A InnovID suportou 27 plataformas e dispositivos digitais diferentes em 2023, com a campanha publicitária de tela cruzada alcançando a expansão para 218 milhões de usuários únicos mensalmente.

Métricas de tecnologia de várias plataformas	2023 dados
Plataformas/dispositivos digitais suportados	27
Alcance mensal de usuário exclusivo	218 milhões
Eficácia da campanha publicitária de tela em tela	Taxa de engajamento de 63%

Investimento em análise de dados e ferramentas de otimização de publicidade em tempo real

O Inovid alocou US $ 8,6 milhões para a infraestrutura de análise de dados em 2023. As ferramentas de otimização em tempo real da empresa processaram 3,2 petabytes de dados de publicidade mensalmente.

Investimento de análise de dados	2023 Métricas
Investimento de infraestrutura de análise de dados	US $ 8,6 milhões
Volume mensal de processamento de dados	3.2 Petabytes
Precisão da ferramenta de otimização em tempo real	87.5%

Innovid Corp. (CTV) - Análise de Pestle: Fatores Legais

Conformidade com os regulamentos de privacidade de dados em evolução

A partir de 2024, a Innovid Corp. enfrenta rigorosos requisitos de conformidade com privacidade de dados:

Regulamento	Custo de conformidade	Faixa de penalidade
GDPR	US $ 1,2 milhão anualmente	€ 10-20 milhões ou 2-4% da receita global
CCPA	US $ 850.000 anualmente	$ 100- $ 750 por consumidor por incidente

Proteção à propriedade intelectual

A Innovid Corp. possui 17 patentes ativas em tecnologia de publicidade a partir do primeiro trimestre de 2024, com um valor estimado do portfólio de propriedade intelectual de US $ 42,3 milhões.

Regulamentos de consentimento de publicidade digital

Tipo de regulamentação	Requisito de conformidade	Custo de implementação
Rastreamento de consentimento do usuário	Mecanismos explícitos de opção	US $ 1,5 milhão
Transparência de dados	Divulgação abrangente de dados do usuário	$975,000

Desafios legais na coleta de dados

Riscos legais potenciais associados à coleta de dados:

• 7 casos de litígio relacionados à privacidade em andamento
• Custos de defesa legais estimados: US $ 3,2 milhões
• Exposição potencial de liquidação: US $ 5,6 milhões

Innovid Corp. (CTV) - Análise de Pestle: Fatores Ambientais

Compromisso com infraestrutura de tecnologia sustentável e data centers com eficiência energética

A Innovid Corp. relata uma redução de 22% no consumo de energia do data center em 2023, com investimentos totais de eficiência energética atingindo US $ 1,7 milhão. Os data centers da empresa utilizam 68% de fontes de energia renováveis, principalmente energia solar e eólica.

Métrica de energia	2023 desempenho
Consumo total de energia	3,2 milhões de kWh
Porcentagem de energia renovável	68%
Investimentos de eficiência energética	US $ 1,7 milhão

Reduzindo a pegada de carbono através de plataformas de publicidade digital

As plataformas de publicidade digital da Innovid reduziram as emissões de carbono em 41% em comparação com os métodos tradicionais de publicidade impressa. A plataforma digital da empresa processou 127 bilhões de impressões de anúncios em 2023 com uma redução estimada de carbono de 3.800 toneladas métricas.

Métrica de redução de carbono	2023 dados
Total de impressões de anúncios	127 bilhões
Redução de emissões de carbono	41%
Toneladas de carbono estimadas salvas	3.800 toneladas métricas

Suportando trabalho remoto e colaboração digital

A InnovID implementou uma estratégia de trabalho remoto abrangente, reduzindo emissões de carbono relacionadas aos funcionários em 52%. As ferramentas de colaboração digital da empresa suportaram 87% das operações da força de trabalho remotamente em 2023.

Métrica de trabalho remoto	2023 desempenho
Porcentagem de força de trabalho remota	87%
Redução de emissões	52%
Investimento de ferramentas de colaboração digital	US $ 2,3 milhões

Promoção de soluções digitais, reduzindo as consequências ambientais

As soluções de publicidade digital da Innovid eliminaram cerca de 5.600 toneladas de resíduos potenciais associados a materiais de marketing tradicionais. A plataforma da empresa suportou 42% de implementações de campanha sem papel em 2023.

Métrica de solução digital	2023 dados
Redução de resíduos	5.600 toneladas métricas
Porcentagem de campanha sem papel	42%
Investimentos de impacto ambiental	US $ 1,5 milhão

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.