Innovid unveils AI platform to unify & automate digital advertising
Innovid has introduced Innovid Orchestrator, an AI-driven system designed to unify the core elements of digital advertising. The new platform aims to bring together creative, delivery, measurement, and optimisation functions under one coordinated framework.
Addressing fragmentation
Marketers adopting AI tools often face fragmented workflows, as solutions for creative development, campaign delivery, analytics, and optimisation typically operate in isolation. Innovid Orchestrator seeks to resolve this by centralising these elements and connecting to existing systems and external AI agents. The company describes this as an enterprise-scale coordination layer for the advertising process.
"This is a generational leap, not a feature update," said Zvika Netter, CEO and Co-Founder, Innovid. "Marketers are trying to run next-gen AI on yesterday's infrastructure. Our AI agents automate the core part of advertising, while Innovid Orchestrator connects them and everything else into one intelligent system. It's the connective foundation for the AI era of advertising, where humans and AI work in concert to deliver measurable business outcomes. And Innovid is the only company positioned to build it."
Specialised AI agents
The launch includes a suite of AI agents aimed at automating key aspects of advertising. These agents are grouped into four categories: Create, Deliver, Measure, and Optimise. Create Agents generate and assess creative assets, working alongside generative AI applications marketers may already use. Deliver Agents handle tasks such as trafficking and campaign setup, automating steps in programmatic workflows. Measure Agents focus on providing cross-channel reporting with actionable insights, while Optimise Agents reallocate budgets and audiences to meet advertiser objectives dynamically.
Innovid's architecture allows these specialised agents to operate independently or as part of the unified Orchestrator system. The platform can also integrate third-party agents, models, and datasets, supporting interoperability and customisation.
Automation and transparency
According to Innovid, the Orchestrator's intelligence layer draws on campaign context, performance signals, and advertiser-defined goals to inform real-time decisions. The system is designed to continuously learn and adapt, supporting transparent processes and measurable outcomes across digital channels. The company highlights that its MRC-accredited data and integrations across the advertising supply chain enable secure, end-to-end automation without favouring specific inventory or platforms.
Grant Parker, President of Innovid, commented, "Our clients aren't asking for incremental features, they are asking for transformation. At enterprise scale, marketers need systems that automatically and intelligently work together-not in isolation-with transparency at every step. Because Innovid already powers the connective tissue of the industry, and as part of Mediaocean, we're uniquely positioned to solve for that complexity and connectivity across the advertising lifecycle."
Industry perspectives
Several advertisers and partners provided their observations on the increasing role of AI in advertising. Julie Mullins, Senior Advertising & Media Operations Leader at T-Mobile, highlighted the integration of human creativity with automation. "T-Mobile is reimagining what it means to be connected in an AI era. We're proving that AI isn't just a tool for efficiency, but a way to elevate customer interactions, anticipate needs, and act in real time. Innovid Orchestrator captures that spirit of human creativity and intelligence automation working in harmony. With AI innovation exploding, all signs point to a future where every touchpoint is more adaptive, predictive, and personal."
Rachelle Schuimer, Associate Director Digital Capabilities at Unilever, addressed the new possibilities AI brings to customer engagement. "AI isn't just transforming marketing-it's redefining how brands connect with people in real time. Its true power lies in orchestrating people, platforms, and purpose-from creative development to media activation and campaign optimisation-to deliver meaningful customer experiences at scale. At Unilever, we see AI as a catalyst for 'Desire at Scale'-our approach to marrying emotional relevance with performance, creating brand experiences that are always-on, deeply human, and commercially effective. Innovid's vision for AI orchestration is bold and timely, and we're excited to activate the Orchestrator across our brands to unlock new levels of creative quality, agility, and impact."
Gary Guarnaccia, Head of Investment, Ad Tech at Bayer, spoke about the need for transparency and collaboration within AI systems. "AI presents an incredible opportunity to bring precision and efficiency to every part of the advertising supply chain. For that potential to be realised, transparency and collaboration must be built into the foundation. At Bayer, specifically within our in-house Media team, we've seen firsthand how open, intelligent frameworks - like Innovid Orchestrator - can help move the industry toward that reality, where automation drives measurable, trustworthy outcomes without sacrificing integrity."
