Expanding CTV Capabilities and Merging Brand Impact with Digital Precision
Viant Technology Inc. , a leader in CTV and AI-powered programmatic advertising, announced a major advancement with IRIS-enabled™ Content Report and Pre-Bid Targeting within the Viant Demand-Side Platform (DSP). This strategic integration marks a significant milestone for Connected TV (CTV) advertising, delivering on Viant’s vision to reduce friction and enhance buyer experiences by seamlessly unifying holistic measurement and targeting directly within the DSP.
“IRIS.TV is a key ingredient of Viant’s overall CTV offering, enabling us to deliver unmatched transparency and targeting precision,” said Tim Vanderhook, Co-Founder and CEO of Viant.
Exclusive to Viant DSP, the IRIS-enabled Content Report offers advertisers real-time insights into how their ads perform across various contextual and emotional content categories, equipping them with precise, actionable campaign intelligence. For the first time, buyers can instantly compare KPIs such as conversion and video-completion rates to identify which categories and placements drive superior outcomes, eliminating guesswork and offering the clarity to make meaningful optimizations while campaigns are still live.
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By utilizing the Pre-Bid Targeting feature in tandem with the IRIS-enabled Content Report, advertisers are empowered to turn these insights into action. High-performing contextual and emotional categories surfaced by the report can be instantly applied as video-level targets within the Viant DSP, improving relevance and performance in CTV campaigns. Paired with the scale and addressability of Viant’s identity graph and Household ID, advertisers can confidently align their messaging with the right audience at the most impactful moment in the customer journey.
“IRIS.TV is a key ingredient of Viant’s overall CTV offering, enabling us to deliver unmatched transparency and targeting precision,” said Tim Vanderhook, Co-Founder and CEO of Viant. “Our integration of IRIS-enabled data significantly enhances campaign effectiveness, demonstrating our ongoing commitment to deliver superior outcomes for advertisers.”
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Eye-tracking research shows that viewers are 4X more likely to tune out ads not relevant to the content they are watching; contextual CTV targeting has been proven to keep viewers engaged by reaching them when they are in the right mindset. Recent data from Upwave highlights the significant efficiency and effectiveness of IRIS-enabled contextual targeting in CTV. Campaigns using IRIS-enabled data demonstrated a 2x lift in awareness, a 3x lift in ad recall, and a remarkable 5x lift in favorability compared to standard Upwave CTV benchmarks, underscoring the power of contextual alignment in driving deep viewer engagement and measurable outcomes.
“This launch marks an important milestone in the advancement of contextual targeting in the streaming ecosystem,” said Field Garthwaite, CEO of IRIS.TV. “By combining IRIS-enabled Content Report and Pre-Bid Targeting with Viant’s powerful DSP capabilities and leadership in CTV, we’re providing advertisers with deeper, actionable insights that drive real-world results.”
Performance data for the IRIS-enabled content report and pre-bid targeting is available for ads that appear on CTV content assigned an IRIS_ID, IRIS.TV’s proprietary content identifier. Over 75 million videos from the leading streaming platforms are IRIS-enabled, allowing advertisers to choose from a variety content categories provided by IRIS.TV’s content data marketplace partners including 4D, Captify, GumGum, KERV.ai, Mobian, Pixability, Reticle, Sightly, Silverpush, SpotRunner and more.
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