Krista Panoff — SVP, Global Enterprise Development at Innovid

Krista Panoff has taken on the role of SVP, Global Enterprise Development at Innovid, a leading connected TV (CTV) advertising and measurement platform. This appointment signals Innovid's continued investment in expanding its enterprise-level client relationships and global commercial footprint. Panoff brings significant experience in the CTV and streaming advertising space, having previously held senior roles at companies focused on advanced TV advertising solutions, making her a strategic fit for Innovid's growth ambitions. Innovid, which went public via SPAC in 2021 and has positioned itself as an independent CTV advertising platform, has been focused on deepening its enterprise partnerships and expanding its measurement and personalization capabilities globally. The creation or elevation of a Global Enterprise Development role at the SVP level underscores the company's prioritization of large-scale advertiser and agency relationships as CTV ad spending continues to accelerate. This move aligns with Innovid's broader strategy to compete with walled gardens and other CTV measurement players by offering independent, cross-platform solutions. The appointment comes at a pivotal moment for the CTV advertising industry, highlighted by discussions at CES 2025 around the future of TV advertising, measurement standardization, and the convergence of streaming and traditional broadcast. Panoff's role will likely focus on securing and growing relationships with major enterprise advertisers seeking unified CTV measurement and delivery solutions across fragmented streaming environments.

This leadership appointment reflects a broader industry trend of AdTech companies investing heavily in enterprise sales and business development infrastructure as CTV ad budgets grow substantially. As major brands shift dollars from linear TV to streaming, platforms like Innovid that offer independent measurement and creative personalization are competing aggressively for enterprise contracts against both walled gardens like Amazon and YouTube and measurement incumbents like Nielsen. Elevating enterprise development to a global SVP role signals that Innovid views large advertiser relationships as a primary growth lever rather than a secondary function. For the competitive landscape, this move may pressure rivals such as Flashtalking, Extreme Reach, and other CTV-focused ad servers and measurement companies to similarly invest in senior enterprise talent. It also reinforces Innovid's positioning as a serious independent alternative in a market where advertisers are increasingly demanding transparency and cross-platform comparability. The timing around CES 2025 suggests Innovid is actively using industry moments to signal strategic direction and attract enterprise clients evaluating their CTV partnerships for the year ahead.