Smart ad-supported publishers and TV/video companies have been racing to provide advertisers with the tools they need to reach consumers across a fast-changing array of platforms.
But what should they do next, to differentiate themselves in 2025?
Lean in and embrace partnership, according to one tech exec who has been enabling those companies.
Disney Praised as Pioneer
Rather than simply reacting to requests from agencies and brands, Innovid CEO Zvika Netter believes publishers should proactively bring offerings to the table by partnering with platforms.
In this video interview with Beet.TV, Netter praised Disney as a pioneer that has taken an active role in creating better ad offerings.
“Disney really pioneered and (is) leading the way in terms of thinking about innovation, but also adopting it and taking action to make these things happen,” he told Julian Zilberbrand in this video interview with Beet.TV as CES.”
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Interactive Ideas
Innovid is a technology company that offers an advertising and analytics platform focused on delivering video ads across television and digital environments. The company’s platform supports various formats, including interactive, personalized, and dynamic content, aiming to improve user experiences while providing actionable insights into campaign performance.
At its Global Tech + Data Showcase at CES, Disney made a slew of announcements, including the interactive ad formats like product carousels and trivia games. Netter described Innovid’s three-pronged partnership with Disney:
- Measurement partner: “They’re using our technology to provide reports to their customers on reach and frequency.”
- Interactive, shoppable ads: “We’ve been doing (that) for many years, but now it’s also part of the Disney portfolio of products.”
- Optimization of creative using publisher site data. “It’s a very unique integration that we have with them … Disney can optimize their creative, the different creative versions … based on feedback they’re getting on outcomes in real-time.”
Roku Taps Innovid’s Harmony for Incremental Reach
Innovid recently announced Roku as the first publisher customer for its Harmony suite, which aims to address industry challenges around reach and frequency management. By leveraging Innovid’s ad serving data, Roku can optimize reach for their customers in an anonymized way.
“They can see that we already hit (a) household and they can serve a different ad, and if we didn’t, they can serve the customer’s ad,” Netter explained. “In this way, the quality, the performance of the campaign will get better and then hence they’ll do more value for their customers.
“The reason we call it Harmony is to balance the needs of the seller and the needs of the buyer.”
Innovid has also been working with both Disney and Paramount plus to enable dynamic creative optimisation (DCO).
You’re watching “The Publisher’s Playbook: Navigating Streaming, Advertising & Growth in 2025”, a Beet.TV Leadership Series at CES 2025, presented by Innovid. For more videos from this series, please visit this page. You can view all of our CES 2025 content here.
