Grant Parker on Innovid’s Vision for Omnichannel Ad Tech

1. What measures are implemented to ensure clients have control over their advertising investments across various channels?

By bringing Innovid and Flashtalking together under Mediaocean, we’ve created the leading global, independent, omnichannel ad tech platform. Advertisers will have access to a fully integrated suite of solutions, including creative personalization, ad serving, measurement, and optimization. This unified approach means they can manage and scale campaigns seamlessly across CTV, digital, social, and linear.  All data is granular and transparent, all measurement is unbiased, and advertisers are in complete control of creating a fast, efficient, powerful media supply chain as a result.

2. How does your company approach leadership restructuring following significant acquisitions to maintain operational efficiency?

The integration of Innovid and Flashtalking was designed to ensure continuity for our clients. I have taken on the role of President of the combined organization, reporting directly to Zvika Netter, CEO and founder of Innovid. This structure blends expertise from both companies while keeping us focused on a shared vision – driving innovation and delivering seamless, independent ad tech at scale that creates value for the entire advertising ecosystem.

3. In what ways does your organization address challenges associated with “walled garden” environments to provide clients with greater data transparency?

Advertisers often rely on technology owned by media sellers, which leads to walled-off access to inventory and data, less control over ad placements, and media spend optimized for publisher yield. At Innovid, independence and interoperability are core to our platform. We provide an open, scalable platform that integrates with walled-garden solutions and the open web, giving advertisers full transparency, control, and flexibility of their campaigns across CTV, digital, social, and linear. Our goal is to empower advertisers – not restrict them.

4. How do you balance the need for independent ad tech solutions while ensuring balance with major digital and social platforms?

Independence doesn’t mean isolation. Advertisers need neutral, interoperable technology that works across all platforms – not just those owned by media sellers. Our commitment to remaining unbiased allows us to collaborate and integrate with all major media platforms, ensuring frictionless campaign creation, delivery, measurement, and optimization across the ecosystem. We’re giving advertisers the flexibility to execute strategies on their own terms.  This leads to better experiences for consumers by managing frequency, understanding exposure and outcomes, and connecting the story across screens, channels and formats.

5. How does your organization ensure a seamless integration of ad serving, creative personalization, and measurement across multiple channels?

The merger of Innovid and Flashtalking brings together ad serving, creative, measurement, and optimization into a single, unified platform. By harnessing AI, automation, and a massive global dataset, we enhance end-to-end workflows, delivering more efficient, accurate, data-driven insights. This integration allows advertisers to manage campaigns across CTV, digital, social, and linear channels in one place, ensuring their messages resonate with the right audiences, in the right places, and at the right times and delivering on consumer expectations of a unified brand experience.

6. What challenges do you face in maintaining consistency when managing campaigns across digital, social, CTV, and linear channels?

One of the biggest challenges in cross-channel campaign management is ensuring consistent measurement and frequency control. Without proper management, ads can either oversaturate audiences or get lost in fragmentation. Our platform solves this by providing a holistic, real-time, and deduplicated view of campaigns, enabling advertisers to monitor reach, frequency, and outcomes across all channels. They can optimize frequency, prevent overexposure, and maximize engagement. It’s about balancing efficiency with impact to make every impression count.