How do AI and context work in CTV?
Contextual targeting is not new, but the advertising industry has struggled to scale this capability in CTV. Web pages and YouTube have publicly available URLs that act as persistent content IDs for AI to access the information it needs to create targetable contextual segments. In an already fragmented streaming supply chain, the lack of a persistent content ID for video made it impossible to scale targeting across supply sources.
Enter IRIS.TV, a content data platform that has created the infrastructure, content identifiers and data marketplace to enable the expansion of contextual targeting in CTV.
The company: IRIS-Enabled™ Publishers, Data Partners and Advertising Platforms We are dedicated to helping advertisers use AI-powered contextual intelligence to precisely target audiences at scale.
How to use
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Streaming services, CTV apps and FAST channels share video-level data with IRIS.TV, which assigns each video a unique content ID called an IRIS_ID.
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IRIS.TV shares this data with a marketplace of contextual data providers who use AI to analyze each video frame-by-frame to create contextual, sentiment and brand suitability segments and assign them to the video's IRIS_ID.
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Advertisers can activate this data programmatically through their buying platform to target viewers watching videos with an IRIS_ID.
The IRIS.TV contextual data marketplace allows advertisers to use their preferred IRIS-enabled contextual solutions or Private Marketplace Deals It leverages multiple data partners, allowing advertisers to reach viewers as they watch specific CTV content, regardless of what channel, app or device the show appears on.
in Interview with TVREV, Mike Torreon, Head of Connected TV Strategy, PMG “IRIS_ID lays the foundation for a unified view of content and a combination of technologies for scaled activation, proving to be a valuable tool for standardizing content targeting at scale across supply sources. What sets it apart from other content IDs and registries is its interoperability with data solutions and advertising platforms, making it easier for buyers to invest in streaming TV.”
“CTV says there may be more than one person living in the home. One person may be a 55-year-old man and the other may be a 20-year-old man.” Jennifer Tate, CMO, CKE Restaurants; “What IRIS.TV's approach is interesting. “What's important is the ability to ensure we're reaching not only the right households, but the right individuals within the households.”
Doug Paladino, Program Director at PMG He added, “IRIS.TV solves the fragmentation of CTV, where users consume content across hundreds of apps. If you want to target 'anime' content, it's impractical to go into every app and ask each one to curate anime content. IRIS.TV provides a centralized solution that covers all apps it is integrated with, which is a good way to scale your targeting depending on the context.”
For more information on IRIS_ID, check out TVREV's special report >
