Nearly a year after Innovid’s merger with Flashtalking as part of Mediaocean, the integration of the two ad tech firms has not only gone smoothly—it’s paved the way for a new AI-powered phase in creative and media optimization. Speaking with Beet.TV’s editorial director Lisa Granatstein, Innovid Co-founder and Chief Executive Zvika Netter said the combined company is now launching Innovid Orchestrator, an open platform designed to help marketers connect and manage AI agents across the advertising ecosystem.
Seamless merger and platform unification
Netter described the merger as “going wonderful,” noting that while he expected cultural and technical integration to take more than a year, the teams were “ready to go from day one.”
The unified Innovid platform, completed ahead of schedule, merges Flashtalking’s strengths in performance and dynamic creative optimization (DCO) with Innovid’s dominance in connected TV (CTV) technology.
“We already upgraded some of our customers to the new Innovid platform,” Netter said. “You basically get the best of both worlds in a single platform.”
The result, he said, is the largest independent, unbiased, tech-only omnichannel ad platform, spanning digital, social, television and even audio, with unified creative delivery, measurement, and optimization capabilities.
Enter Innovid Orchestrator: Agentic AI for advertising
The highlight of the interview was the announcement of Innovid Orchestrator, a key outcome of the Flashtalking merger and part of Innovid’s long-term vision for AI-driven marketing.
Netter said the company anticipated AI’s central role in advertising nearly a year ago and has been building toward a system that embraces agentic AI, or autonomous software “agents” that perform specialized tasks such as ad versioning, trafficking, measurement and optimization.
With Orchestrator, brands, agencies, and publishers can not only deploy these AI agents but also connect and coordinate them—whether they’re Innovid’s own or from third parties like DSPs and SSPs.
“We built two levels,” Netter said. “One is the agent level, but also the Orchestrator, which is open. Our customers will be able to connect our agents with third-party agents, with their own, and do that from a vendor that is committed to being on their side.”
Crucially, Netter stressed that the system will remain open and unbiased, unlike closed ecosystems built by major tech platforms.
“We’re not going to lock them into some big tech stack that will be hard to leave in the future,” he said.
Navigating AI disruption with trusted partners
Looking ahead, Netter acknowledged that the full impact of AI remains uncertain.
“A lot of people talk with confidence about what’s coming. I don’t think anybody really knows,” he said. “The level of disruption is mind-blowing.”
He predicted widespread innovation and the potential upheaval of business models across industries as AI tools become universally accessible. Against that backdrop, he positioned Innovid Orchestrator as not just a product, but a framework for managing change.
“We’re not just providing the change. We’re also providing a tool to manage the change, with a partner you trust,” he said.
Netter urged brands and agencies to be deliberate in choosing their technology partners as they “crawl, walk, and run into this AI disruption.”
Mediaocean’s $500 Million Deal for Innovid Sets Stage for More CTV Ad Growth: Innovid’s Zvika Netter
