Innovid Corp. (CTV): History, Ownership, Mission, How It Works & Makes Money

As the Connected TV (CTV) advertising landscape consolidates, how did Innovid Corp. (CTV) transition from a publicly-traded ad-tech innovator to a core component of the Mediaocean ecosystem in 2025?

You need to understand this shift because the company's forecasted full-year 2025 revenue of $181 million and its 21% projected growth in Adjusted EBITDA to $33 million defintely underscore its market relevance, especially with CTV ad impressions growing 18% in 2024 alone.

This deep dive will map out the history, ownership-including the critical 2025 merger with Flashtalking-and the mechanics behind its platform, which drives an average of 71 seconds of additional viewer engagement via interactive ads, showing exactly how it works and makes money in the new age of streaming.

Innovid Corp. (CTV) History

You want to understand the foundation of Innovid Corp., and honestly, it's a story of a decade-long bet on Connected TV (CTV) that paid off, culminating in a major acquisition in 2025. The company didn't just adapt to the shift from linear TV; it was built for it. The core of their trajectory is a series of strategic moves-from pioneering interactive video to a $160 million acquisition of a measurement rival-that positioned them as the independent ad tech powerhouse they are today, especially following the 2025 merger.

Innovid Corp.'s Founding Timeline

Year established

Innovid Corp. was established in 2007, right on the cusp of the digital video revolution, before the first iPhone even existed.

Original location

The company is headquartered in New York, New York, United States.

Founding team members

The company was co-founded by Zvika Netter (CEO), Tal Chalozin (CTO), and Zack Zigdon (Managing Director International). It's defintely rare for a company to go public and be acquired with all three founders still in their leadership roles.

Initial capital/funding

The company's initial significant funding was a $3 million Series A round secured in 2008 from Genesis Partners. Before going public, Innovid had raised a total of approximately $82.6 million over nine rounds from investors including Sequoia Capital and Cisco Investments.

Innovid Corp.'s Evolution Milestones

Innovid Corp.'s Transformative Moments

The company's history is defined by two major transformative decisions: the focus on Connected TV early on and the strategic use of M&A to build out a full-stack offering.

The first big shift was the decision to go public in 2021. This move, which valued the company at about $1.3 billion, raised substantial capital, including approximately $150 million in PIPE financing (Private Investment in Public Equity). That cash was immediately put to work.

The second, and more recent, transformation came in 2025. Innovid was acquired by Mediaocean for $525 million and then merged with Flashtalking, another ad tech leader. This created a new, massive entity designed to be a transparent, independent alternative to the industry's big-tech walled gardens (closed ecosystems).

• The combined entity, operating under the Innovid name as of March 2025, instantly scaled its reach to 95 million U.S. TV households and delivers nearly 2 billion daily video ad impressions.
• The acquisition of TVSquared for $160 million in 2022 was crucial; it added cross-platform measurement to their ad serving, making them a one-stop shop for CTV advertisers.
• The launch of AI Agents & Innovid Orchestrator™ in November 2025 shows the company, now under Mediaocean, is immediately focused on using AI to automate the ad lifecycle, a clear action point for future growth.

What this all means is that Innovid Corp. went from a pure-play CTV ad server to a global, omnichannel platform in just a few years. For a deeper look at the investors who backed this journey, you should check out Exploring Innovid Corp. (CTV) Investor Profile: Who's Buying and Why?

Here's the quick math on their last independent performance: the company's full-year 2024 guidance projected revenue between $156 million and $163 million, with Adjusted EBITDA between $24 million and $29 million. That profitability and growth made them a very attractive acquisition target in early 2025.

Innovid Corp. (CTV) Ownership Structure

As of November 2025, Innovid Corp. is a privately held company and a wholly owned subsidiary of Mediaocean LLC, following the completion of its acquisition in early 2025.

The company, which was previously public on the NYSE under the ticker CTV, transitioned to a private entity after Mediaocean acquired it for an equity value of approximately $525 million, paying shareholders $3.15 per share in cash. This structure means all strategic and financial control rests with Mediaocean, which is itself a private company whose largest shareholder is the CVC investment fund.

Innovid Corp.'s Current Status

Innovid Corp. ceased to be a publicly traded entity on the New York Stock Exchange (NYSE) in February 2025. The acquisition by Mediaocean LLC, a foundational partner for omnichannel advertising, resulted in Innovid merging with Flashtalking, Mediaocean's existing ad tech subsidiary.

The goal of this merger was to create a premier, global, and independent ad tech platform to compete with the industry's largest 'walled gardens'. The final shareholder vote for the merger, held on February 11, 2025, saw overwhelming support, cementing the company's new status as a private, integrated business unit within the larger Mediaocean organization.

You can see the financial implications of this shift in Breaking Down Innovid Corp. (CTV) Financial Health: Key Insights for Investors.

Innovid Corp.'s Ownership Breakdown

Since the February 2025 acquisition, the ownership structure is straightforward: Innovid Corp. is 100% controlled by its parent company, Mediaocean. The table below reflects this current, private structure, while the notes provide context on the major shareholders who received the cash payout when the company was public.

The transaction provided a significant premium to the former shareholders, with the $3.15 per share offer representing a 94% premium over the stock's closing price just before the deal was announced.

Innovid Corp.'s Leadership

The leadership team for the combined Innovid/Flashtalking ad tech organization, operating under the Mediaocean umbrella, is defintely a blend of the two former companies' top talent, ensuring continuity and expertise in the new, larger entity. This structure is designed to maximize the synergy between Innovid's Connected TV (CTV) focus and Flashtalking's digital ad serving capabilities.

• Zvika Netter: Co-Founder and former CEO of Innovid, he is now the CEO of the combined ad tech organization, reporting directly to Bill Wise, Co-Founder & CEO of Mediaocean. He also joined the Mediaocean Board of Directors.
• Grant Parker: Former head of Flashtalking, he serves as the President of the new combined ad tech organization, reporting to Zvika Netter.
• The focus is on maintaining the independent, unbiased nature of the technology, a key selling point in the post-acquisition strategy.

Here's the quick math: Innovid's projected 2024 revenue of about $160 million, combined with Mediaocean's scale, makes the new entity a major contender in the global ad tech space.

Innovid Corp. (CTV) Mission and Values

Innovid Corp. (CTV) defines its purpose beyond simply serving ads; its mission is to empower a better, consumer-friendly Connected TV (CTV) advertising experience, which is a critical factor for investors looking at long-term, sustainable growth. This focus on the viewing experience, alongside a commitment to an open advertising ecosystem, forms the company's cultural DNA and strategic roadmap.

The company's ability to execute on this mission is what drives its financial performance, like the Q3 2024 Adjusted EBITDA of $8.4 million, which was a 29% increase year-over-year, showing that purpose and profit can defintely align. If you want to dive deeper into the stakeholders who believe in this model, check out Exploring Innovid Corp. (CTV) Investor Profile: Who's Buying and Why?

Innovid Corp.'s Core Purpose

Innovid's core purpose centers on transforming the TV ad landscape from a rigid, linear model into a dynamic, data-driven one. This is about more than just technology; it's about creating a transparent, independent alternative to the big, closed platforms (walled gardens) that dominate the digital space. Here's the quick math: the shift of ad dollars from linear TV is massive, and Innovid aims to be the independent infrastructure for that shift.

Official mission statement

The formal mission is a clear statement of intent for the entire Connected TV ecosystem, encompassing both the creative and technical aspects of advertising.

• Empower the creation, delivery, measurement, and optimization of ad-supported TV experiences that people love.
• Deliver long-term sustainable value to all stakeholders, including customers, employees, and shareholders.

Vision statement

While Innovid does not publish a single, distinct public vision statement, its strategic initiatives and stated goals paint a clear picture of its long-term aspiration in the industry.

• Ensure that TV remains open for everyone and controlled by no one.
• Lead the future of TV advertising through data-driven personalization and cross-channel measurement, particularly in Connected TV.

This vision is backed by real growth; for instance, the company's full-year 2024 revenue guidance is projected to be between $150.5 million and $152.5 million, reflecting this continued momentum in the CTV market.

Innovid Corp. slogan/tagline

The company's most prominent and concise tagline reflects its primary goal in the advertising technology space.

• Transform TV Advertising.

To be fair, a simple tagline like that hides the complexity of their work, which involves managing hundreds of billions of video ad impressions. In Q3 2024 alone, this focus helped drive a net income of $4.7 million, a significant turnaround from a net loss in the prior year.

Innovid Corp. (CTV) How It Works

Innovid Corp. operates as an independent, omnichannel ad tech platform, acting as the mission control for converged TV advertising by helping marketers create, deliver, measure, and optimize their ads across Connected TV (CTV), linear TV, and digital channels. The platform's core function is to use its global infrastructure to serve personalized, data-driven ads and provide real-time intelligence to maximize advertising return on investment (ROI) for major brands and publishers.

You can think of Innovid as the central nervous system for modern video advertising, ensuring the right ad gets to the right household, at the right time, and that the advertiser knows exactly what happened next. This is defintely critical in a world where live sports and other premium content are shifting to streaming, creating a massive, fragmented opportunity.

Innovid Corp.'s Product/Service Portfolio

Innovid Corp.'s Operational Framework

Innovid's operational framework is built on a unified, independent technology stack that manages the entire lifecycle of a converged TV ad campaign. Since the February 2025 acquisition by Mediaocean, Innovid is now tied into the industry's core ad infrastructure for omnichannel planning, buying, and billing, which streamlines the workflow for major agencies.

The core process involves three steps: Create, Deliver, and Measure/Optimize.

• Creative Intelligence: Use Dynamic Creative Optimization (DCO) to personalize ad content in real-time. This means a single ad unit can have thousands of versions, showing a different product or offer based on a viewer's location, time of day, or viewing history.
• Ad Delivery at Scale: Serve the ad across a global network of publishers and platforms, including all major streaming services and devices. The platform handles hundreds of billions of video ad impressions, ensuring high uptime and quality across CTV, mobile, and desktop.
• Real-Time Optimization: Collect data on ad exposure and viewer interaction-like the number of times a household has seen an ad (frequency) or if they used an interactive element (Conversion Signals). This intelligence is fed back instantly to the ad server to adjust the campaign budget or creative version.
• Financial Value: The company's focus on high-margin ad serving and personalization is paying off; for fiscal year 2025, analysts forecast total revenues of $181 million, with an Adjusted EBITDA of $33 million, demonstrating improving profitability.

Here's the quick math: if you can reduce ad waste by just 10% by using Harmony Frequency, that saved budget can be redirected to reach new audiences, directly boosting campaign performance and client retention. For more on this, check out Breaking Down Innovid Corp. (CTV) Financial Health: Key Insights for Investors.

Innovid Corp.'s Strategic Advantages

Innovid's market success comes from its position as a truly independent platform, which is a major differentiator against the walled gardens (large tech companies that control both the ad inventory and the data). Honestly, that independence gives them a lot of trust with both advertisers and publishers.

• Independence and Transparency: As an independent ad tech platform, Innovid offers a transparent alternative to the big-tech ecosystems, allowing marketers to maintain control over their data and media buying decisions.
• Converged TV Focus: The platform is purpose-built for the complexity of converged TV (CTV + linear + digital), a market where linear TV ad spend of around $158 billion is transitioning to digital, giving Innovid a massive addressable market.
• AI and Orchestration Leadership: Innovid was recognized as the Most Valuable Pioneer in the QKS Group's 2025 AI Maturity Matrix for AdTech, highlighting its advanced use of AI Agents and the Innovid Orchestrator to automate and optimize the full advertising lifecycle.
• Frequency Management: The Harmony Frequency solution is a critical tool for advertisers, solving the long-standing problem of ad oversaturation in a fragmented streaming landscape. This capability is becoming mission-critical as high-investment campaigns saw frequency rise to 10+ impressions per household in 2024.

Innovid Corp. (CTV) How It Makes Money

Innovid Corp. makes money by providing a software platform that helps advertisers create, deliver, measure, and optimize their video advertising campaigns across Connected TV (CTV), linear TV, and digital channels. The core of their revenue comes from charging a fee for serving ads and providing sophisticated measurement and personalization tools, operating on a software-as-a-service (SaaS) model tied to impression volume.

The company's financial story for 2025 is dominated by the acquisition by Mediaocean, which was expected to be completed on February 13, 2025, at a price of $3.15 per share. This event means a traditional full-year 2025 financial report does not exist, so we must rely on the strong trends and guidance from the end of 2024 to understand the business model's economics.

Innovid Corp.'s Revenue Breakdown

The revenue model is split primarily between two high-growth, high-margin software services. As of the second quarter of 2024, the split clearly favored the ad delivery and creative side, which is the engine of the business.

Ad Serving and Personalization revenue is directly tied to the volume of ad impressions served through their platform, which saw a significant 11% year-over-year increase in the second quarter of 2024. Measurement revenue, which includes the InnovidXP cross-platform solution, is growing too, up 6% year-over-year in the same period, showing that advertisers are willing to pay for independent verification and optimization.

Business Economics

Innovid Corp.'s business economics are characterized by a high gross margin and a focus on expanding profitability, which is typical for a scalable software platform in the ad-tech space.

• The company does not buy or sell media, which keeps its role independent and its cost of revenue (CoR) low, driving a high gross margin (Revenue less Cost of Revenue) of approximately 78% as of Q3 2024 [cite: 9 (from first search)].
• Pricing is primarily based on a fixed-fee model per thousand ad impressions (CPM), which is a common software-only approach that ensures the company remains unbiased in the advertising supply chain.
• The launch of the Harmony initiative, a product suite aimed at optimizing the CTV ecosystem, is expected to provide a meaningful revenue contribution in 2025, further solidifying the software-only, fixed-fee model.
• Scale matters here, so the more impressions Innovid serves (which topped 1.3 billion Media Ratings Council-accredited ad impressions daily), the more leverage they get from their fixed technology costs.

The shift to a software-only model is defintely the key to their margin expansion.

Innovid Corp.'s Financial Performance

The company ended its life as a public entity with strong momentum in profitability, even as revenue growth moderated slightly in late 2024. The final public financial guidance for the full fiscal year 2024 provides the clearest picture of the business health leading into the 2025 acquisition.

• Full-Year 2024 Revenue was projected to be between $156 million and $163 million. Taking the midpoint, that's $159.5 million in revenue.
• Adjusted EBITDA (earnings before interest, taxes, depreciation, and amortization) was guided to be between $24 million and $29 million for the full-year 2024. This metric, a key measure of operational profitability, points to a midpoint of $26.5 million.
• The Adjusted EBITDA margin saw its ninth consecutive quarter of expansion in Q3 2024, reaching 22% [cite: 8 (from first search)]. This demonstrates significant operating leverage.
• The acquisition by Mediaocean at $3.15 per share in February 2025 provided the final valuation metric for the publicly traded company, marking the end of its independent financial reporting [cite: 15 (from first search)].

For a deeper dive into the shareholders who benefited from this final valuation, you should be Exploring Innovid Corp. (CTV) Investor Profile: Who's Buying and Why?

Innovid Corp. (CTV) Market Position & Future Outlook

Innovid Corp. is strategically positioned as the leading independent platform for converged TV advertising, offering a necessary, neutral alternative to the large media-owner 'walled gardens' in a fragmented ecosystem. The company's future trajectory is tied directly to the continued shift of ad budgets from linear TV to Connected TV (CTV), with its FY2025 revenue projected to hit $181 million, up 14% year-over-year, and Adjusted EBITDA expected to reach $33 million.

Competitive Landscape

In the ad tech space, Innovid competes not just with other ad servers but also with the massive Demand-Side Platforms (DSPs) that integrate ad serving and creative capabilities. Its independence and focus on creative optimization are its key differentiators against the market giants. For a deeper dive into the capital behind this competition, you should read Exploring Innovid Corp. (CTV) Investor Profile: Who's Buying and Why?

Here's the quick math: Google and The Trade Desk dominate the programmatic buying layer, but Innovid focuses on the creative and measurement layer, which is defintely a more specialized, high-margin niche. Innovid's estimated market share reflects its leadership in this specific, independent ad-serving and creative optimization category, which is separate from the massive DSP spend.

Opportunities & Challenges

The company's strategic initiatives for 2025 focus on leveraging its core strengths-creative and measurement-to capture the massive, ongoing shift in ad spend. But still, the macro environment and competition from the 'walled gardens' pose real risks.

Industry Position

Innovid is a critical piece of infrastructure in the open Connected TV advertising ecosystem, especially following its merger with Flashtalking in early 2025. It is one of the few truly independent omnichannel ad tech platforms, meaning it doesn't own the media it serves ads on, which is a major trust factor for large advertisers.

• Leadership in creative: The platform's Dynamic Creative Optimization (DCO) capabilities are a core strength, allowing for real-time ad personalization that earns viewers more engagement time.
• Focus on measurement: The company's measurement capabilities, enhanced by the 2022 acquisition of TVSquared, position it to help advertisers prove the return on investment (ROI) of their CTV spend, which is a top priority for marketers in 2025.
• Strategic independence: Its 'Harmony initiative' is designed to keep TV advertising open and transparent, directly challenging the opaque nature of big-tech platforms.

The company is a major player in ad delivery, measurement, and creative for converged TV, serving hundreds of billions of video ad impressions in 2024, with 54% of those via CTV. That scale gives them invaluable data-driven insight for the entire industry.