Mediaocean has launched NIVO AI, saying pilot programmes using Innovid agents cut campaign setup work by as much as 90% compared with manual processes.
Built on Innovid's ad serving and measurement system, NIVO AI is designed to automate parts of the advertising workflow from campaign creation to reporting and optimisation. According to Mediaocean, it can turn briefs, emails and spreadsheets into campaign execution in minutes and provide performance insights through natural language queries.
The launch expands the group's use of agent-based artificial intelligence within Innovid, Mediaocean's advertising technology business. Specialised agents are being applied across creative production, campaign delivery, measurement and optimisation, while a separate Orchestrator product links tasks and workflows.
The pilot work involved brands and agencies including Canvas, FanDuel, Optimum, Paddy Power and Tailwind. Mediaocean said those tests delivered the setup efficiency gains cited at launch.
How it works
Mediaocean has grouped the tools into several categories. Creative agents include a Creative Generator Agent, used to generate and adapt advertising material at scale, and a Predictive Scoring Agent, intended to estimate likely performance before launch.
Delivery agents include a Campaign Trafficking Agent that automatically builds and traffics campaigns, a Campaign QA Agent designed to identify errors before campaigns go live, a Decisioning Agent that translates strategy into execution, and a Taxonomy Agent used to standardise campaign naming and data structures.
Measurement tools include a Reporting Agent for answering performance questions across channels and a Creative Insights Agent for asset-level analysis. Optimisation tools include a Creative Optimizer Agent and a Reach and Frequency Agent, intended to identify households that are overexposed or underexposed to campaigns while activity is under way.
NIVO also connects with external systems, including Meta advertising connectors and AI-based workflows from Snapchat. Those integrations are intended to unify work across the platforms where marketers already run campaigns.
Industry shift
The launch comes as advertising groups move from testing generative AI tools to embedding them in day-to-day operations. Mediaocean pointed to external research showing marketing leaders expect AI to affect spending strategy, while vendors and agencies have increasingly focused on workflow automation and performance analysis as practical applications.
For Mediaocean, NIVO also strengthens Innovid's role within its broader software portfolio. Innovid's systems already handle ad delivery and measurement, while Mediaocean's wider infrastructure includes planning, buying, billing, verification and fraud detection products.
Zvika Netter outlined how the company sees the division of labour between the new system and its existing orchestration product.
“NIVO thinks, Orchestrator connects, and Agents act,” said Zvika Netter, Chief Innovation Officer, Mediaocean, and CEO, Innovid.
“The result is a virtuous cycle where campaigns launch faster, adapt in real time, and improve continuously,” Netter said.
Customers said the appeal lies in reducing operational work that can delay campaign launches or absorb teams' time. In large advertising operations, campaign setup often involves repeated manual steps across multiple channels, formats and reporting systems.
“NIVO represents a shift from managing campaigns to orchestrating outcomes,” said Stephen Rubino, Media Operations Manager, FanDuel Group.
“This will improve our internal efficiency, allowing us to spend more time authentically speaking with our customers about their favourite sports,” Rubino said.
Agency users also pointed to the gap between identifying insights and acting on them within existing workflows.
“What excites me about NIVO is its ability to turn insights into action,” said Raul Tafur, VP, Paid Social & Strategy, Canvas Worldwide.
“Too often, teams spend time identifying opportunities but struggle to operationalise them at scale. NIVO has the potential to help brands move faster, reduce manual work, and focus more on strategic decision-making,” Tafur said.
Mediaocean said NIVO will be used across the advertising lifecycle, combining intelligence, orchestration and execution in one model for campaign operations.