Viant Technology Inc., a leading people-based advertising software company, announced it has partnered with IRIS.TV, the only data platform built for video. This new partnership brings a first-of-its-kind solution integrating IRIS-enabled insights into the Viant® Household ID, empowering marketers to leverage deep, contextual, cookieless TV data to more effectively target and measure activations.
“This powerful combination of understanding the ‘who’ of the household to the ‘what’ of the viewing habits gives marketers more accuracy, less waste – and can help brands build deeper connections by delivering more relevant ads to consumers.”
“With video consumption on the rise, there is a heightened need for breadth, depth, and accuracy of video data to help marketers understand and reach their target customers, in a privacy-compliant manner,” said Tom Wolfe, SVP, Business Development, Viant. “Bringing IRIS.TV’s wealth of data associated with video content to Viant’s unique household-based approach, means marketers are now more informed, allowing for the ability to target the right consumers in the right moments.”
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With this integration, Viant can apply learned viewership behaviors to its leading patented Household ID technology, providing marketers consumer insights for building repeatable, high performance planning strategies, specifically in connected TV (CTV). Viant’s Household ID will now be enriched with IRIS.TV’s video-level targetable insights. Organizing insights through an understanding of video content data Viant is able to leverage important audience keywords such as “Netflix”, “Hulu”, “baseball”, “parenting” – creating impactful, video-informed Viant household TV audiences.
“Viant’s innovative Household ID approach is a natural match for IRIS.TV’s video-level data offerings,” said Richie Hyden, Co-Founder & Chief Operating Officer, IRIS.TV. “This powerful combination of understanding the ‘who’ of the household to the ‘what’ of the viewing habits gives marketers more accuracy, less waste – and can help brands build deeper connections by delivering more relevant ads to consumers.”
Starting today, Viant is extending – to select marketers – unique opportunities to employ the new segments across major connected TV and online video media partners, with post-campaign measurement and attribution.