IRIS.TV, a video intelligence platform for broadcasters and publishers, has announced an integration with Oracle Data Cloud to enhance IRIS.TV’s contextual ad targeting for video solution to ensure marketers that their video advertising is both relevant and brand-safe. This combination will deliver on the needs of the world’s largest marketers and agencies to provide transparency on where their advertising is placed across all video formats—mobile, CTV and web, while navigating the requirements of new and emerging privacy regulations in the US and EU.
At Cannes Lions, IRIS.TV announced its contextual ad targeting solution to help publishers differentiate their video inventory, increase fill-rates and eCPMs. The inclusion of Oracle Data Cloud’s Contextual Intelligence, a widely accepted industry standard, into IRIS.TV’s product offering further advances the goal of DSPs, agencies, and brands to reach digital video audiences with relevant advertising.
“As a video intelligence company, our mission is to enable media companies to execute data-driven strategies that engage their loyal audiences and maximize revenue. For years, our personalization and programming technologies have helped the world’s leading publishers to increase video inventory. With contextual ad targeting, we are continuing our mission to drive innovation around data enablement so that publishers can continue to deliver premium experiences to users and a relevant and brand-safe environment to marketers,” said Richie Hyden, COO and co-founder, IRIS.TV.
“I’m very excited today to announce our integration with an industry-leading platform like IRIS.TV. We are driving value by combining our machine learning video context product with their deep expertise in video content to deliver a valuable solution for our customers,” said Kurt Kratchman, GVP of Product Development, Oracle Data Cloud.
Marketers will be able to execute campaigns transparently via their existing demand-side platform partners enabling campaigns to scale across specific video content verticals including politics, sports, travel and many more.
“Bringing contextual video targeting not only empowers buyers to go beyond targeting pages that their ads run on, but also the content that it runs adjacent to in a video environment,” said Mike Fisher, Vice President, Advanced TV and Video, MediaMath. “The addition of Oracle’s industry-standard contextual and brand-safe data to the IRIS.TV offering bolsters our partnership and directly aligns with SOURCE by MediaMath’s commitment to leading the industry to full transparency and accountability.”
To empower publishers to control the packaging of their inventory IRIS.TV will offer Oracle’s Contextual Intelligence data via its existing publisher offering for both direct and private marketplace deals being executed via supply-side platforms.
“We believe IRIS.TV’s offering is critically important to the premium video ecosystem given ongoing brand-safety issues and the new global privacy regulation. The IRIS.TV and Oracle integration gives Beachfront Media customers the opportunity to go beyond contextually targeting a web-page and to target the topical nature of video across any screen. For the first time in the industry we now have a deeper understanding as to what the video content is truly about before an ad opportunity presents itself to a brand. This creates a safer, better barometer under a modern privacy referendum to assign real value for our partners’ benefit,” said Ben Abbatiello VP of Advanced TV at Beachfront Media.
“As digital video consumption rapidly gains momentum, device fragmentation and privacy-centric changes to our ecosystem make it challenging for buyers to find audiences in suitable environments. It’s more important than ever to have solutions that enable accurate, brand safe and contextually relevant targeting,” said Todd Randak, SVP of Corporate Strategy at Telaria. “IRIS.TV and Oracle’s unique integration enables publishers to help marketers gain a much deeper, highly granular understanding of valuable video content across CTV, desktop and mobile.”