Innovid and IRIS.TV’s Game-changing Partnership to Transform CTV Advertising!

On December 18, 2024, Innovid announced a partnership with IRIS.TV to enhance contextual measurement for connected TV (CTV) advertising. This collaboration integrates IRIS.TV‘s data marketplace and content identifier, IRIS_ID, into Innovid’s measurement platform, allowing advertisers to gain actionable insights from over 70 million videos across various streaming services and smart TVs.

The partnership introduces contextual relevance indexing, enabling advertisers to analyze how content genres correlate with factors such as publishers, devices, and geographic regions. This innovative approach allows for efficient campaign optimization, reducing ad waste and maximizing conversions. Advertisers can now allocate budgets more effectively by using insights that align performance with relevant content.

This privacy-focused solution offers a scalable alternative to traditional identity-based targeting methods, as privacy regulations evolve. By utilizing Innovid’s capabilities, advertisers can refine their free ad-supported streaming TV (FAST) strategies, ensuring campaigns are both impactful and respectful of viewer privacy.

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The collaboration is expected to redefine video advertising standards by demonstrating that contextual targeting can be a more effective and sustainable approach for advertisers and publishers alike. The integration will initially be available for buyers using platforms such as Viant Technology and Magnite Clearline. As stated by Innovid’s SVP, Jackie Vanover, this partnership empowers clients to make smarter advertising decisions while enhancing the overall effectiveness of their campaigns.