Seedtag Partners with IRIS.TV to Expand Contextual Signals for CTV Targeting
Integrated with IRIS_ID, Seedtag helps advertisers reach audiences on a greater scale and with clearer program-level targeting across streaming inventory.
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Seedtag, the Neuro-Contextual advertising company, has announced a partnership with IRIS.TV that strengthens its Neuro-Contextual capabilities in CTV through enriched program-level content data.
By integrating IRIS.TV’s signals into Seedtag’s proprietary AI, Liz, advertisers will have access to additional audience scale and a more complete view of campaign delivery across the TV ecosystem to further validate the effectiveness of Neuro-Contextual and the response between ads and people.
Through its content identifier, the IRIS_ID, IRIS.TV helps address gaps in content-level metadata by providing publishers with a secure way to share AI-enriched content signals for targeting without exposing personally identifiable information (PII).
“CTV advertisers are asking for two things at once: privacy-first performance and clearer visibility into content,” said Mike Villalobos, SVP Global Strategy and GTM at Seedtag.
“By integrating with the IRIS_ID into Liz’s neuro-contextual decisioning, we can expand scale and sharpen contextual precision while staying aligned with publisher and programmer collaboration and privacy expectations.”
ALSO READ: Seedtag Unveils Neuro-Contextual Advertising
With IRIS.TV signals informing Seedtag’s Neuro-Contextual AI, Liz, enabling her to make more granular contextual decisions around the content viewers are watching in real time, helping advertisers improve relevance and enabling more transparent reporting on where campaigns ran and how contextual strategies performed.
The Seedtag + IRIS.TV collaboration will deliver:
- Additional audience scale in CTV through broader metadata coverage
- More granular Neuro-Contextual targeting at the program level
- Stronger insights to help buyers understand delivery across the TV ecosystem
- Progress toward content transparency by reducing blind spots where metadata is missing and validating advanced targeting and curation
“Seedtag has been a trusted partner to IRIS.TV through our longstanding work with Beachfront, and we’re excited to extend that collaboration as part of Seedtag’s CTV offering,” said Nancy Neumann Grey, SVP, Business Development, IRIS.TV.
“By bringing Seedtag’s Neuro-Contextual intelligence into the IRIS_ID, we’re continuing our mission to provide buyers and sellers across the programmatic TV ecosystem with more precise and clearer, content-level insights.”
ALSO READ: Basis Technologies Integrates IRIS.TV for Programmatic Advertising
