Innovid Harmony Reach & Frequency Enables Yahoo DSP to Reduce Ad Waste, Maximize Reach for Verizon
Verizon Fios aimed to improve frequency management across all of its ad investments to maximize cost efficiency. However, the siloed nature of one-to-one frequency caps for each publisher-direct IO and across programmatic has always been an industry challenge of fragmentation. Yahoo DSP wanted a way to apply learnings from Verizon’s direct buys to their programmatic activation to increase ad dollar effectiveness. Prior to Innovid’s Harmony solution, no answer existed for holistic frequency control.
Innovid’s Harmony Reach & Frequency empowered Yahoo DSP, to leverage a holistic view of household frequency intelligence across all of Verizon’s media portfolio (direct & programmatic). As Verizon’s primary video ad server, Innovid can comprehensively understand household exposures for all impressions across every publisher, platform, device, channel. By sending automated signals to Yahoo DSP, Innovid enabled real-time, pre-bid suppression of overexposed households, thereby expanding unique reach and reducing ad waste.
Innovid Harmony Reach & Frequency allowed Verizon Fios to bridge the gap between understanding and action, to optimize ad delivery in Yahoo DSP from a holistic lens:
● Reduce Ad Waste: Innovid’s universal view of impressions across Verizon’s entire media portfolio, unlocked the ideal household frequency target allowing Yahoo DSP to reduce impressions unlikely to yield performance by 57%.
● Maximize Reach: By capping households at the ideal frequency, budget was redirected to underexposed households and increased cross-buy daily unique reach by 41+%.
● Improved Audience Experience: Verizon minimized audience ad fatigue by eliminating excess repeat messaging, thereby fostering better brand association.
More Effective Impression Capping
Incremental Household Reach
