Viant Launches IRIS-enabled Content Report and Pre-Bid Targeting
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 actionable campaign intelligence.
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Viant Technology Inc. has announced an advancement with IRIS-enabled Content Report and Pre-Bid Targeting within the Viant Demand-Side Platform (DSP).
This integration is a key step for CTV advertising, supporting Viant’s goal to streamline processes and improve the buyer experience by combining measurement and targeting in the 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 actionable campaign intelligence.
Buyers can compare KPIs such as conversion and video-completion rates to identify which categories and placements drive better outcomes, eliminating guesswork and offering the clarity to make meaningful optimisations while campaigns are still live.
By utilising the Pre-Bid Targeting feature in tandem with the IRIS-enabled Content Report, advertisers are empowered to turn these insights into action. Contextual and emotional categories surfaced by the report can be applied as video-level targets within the Viant DSP, improving relevance and performance in CTV campaigns.
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Paired with the scale and addressability of Viant’s identity graph and Household ID, advertisers can 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.”
Field Garthwaite, CEO of IRIS.TV said, “This launch marks an important milestone in the advancement of contextual targeting in the streaming ecosystem.”
“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 report and targeting is available for CTV content assigned an IRIS_ID, IRIS.TV’s proprietary content identifier.
Over 75 million videos from the streaming platforms are IRIS-enabled, allowing advertisers to choose from a variety content categories provided by IRIS.TV’s content data marketplace partners include 4D, Captify, GumGum, KERV.ai, Mobian, Pixability, Reticle, Sightly, Silverpush, SpotRunner and more.
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