Innovid Corp. announced a first- to-market partnership with Upwave, ensuring budget automatically goes to top performing ads. At launch, this capability is available to selected clients.

With Upwave's expertise in brand advertising analysis, combined with Innovid's advertising platform, ad creative will be adjusted in real-time as brand KPIs such as awareness, recall, consideration, purchase intent, and more shift across ad messages and audiences, automatically maximizing the effectiveness of campaigns across all digital channels. For CTV specifically, this strategic collaboration enables advertisers to personalize their CTV messages based on the ads that had the most significant brand impact, allowing TV to address both upper and lower funnel customers.