Ad measurement and optimization vendor Innovid released its new Harmony suite days before NAB 2024, but it wasn’t until speaking with the brains behind the simplified connected TV (CTV) product that its true disruptive intentions became apparent. Innovid wants to cut out the middlemen—the demand-side and supply-side platforms (DSPs/SSPs)—from the equation for non-biddable inventory. “We acknowledge that DSPs and SSPs are critical where media is biddable,” Innovid’s Head of Product Strategy, Blair Robertson, explains to Faultline. “But for non-biddable CTV media, it cuts out unnecessary hops and lowers costs.” This is in reference to Innovid’s Harmony Direct service, which streamlines workflows for non-biddable media – i.e. content where advertisers cannot engage in real-time bidding for ad slots but must instead…