IRIS.TV launches Contextual CTV Deal Library

IRIS.TV last week announced the launch of its new contextual CTV (Connected TV) deal library. This library offers advertisers a collection of curated, video-level contextual Private Marketplaces (PMPs).

The system enables targeting millions of viewers across various premium apps and FAST channels with ads relevant to the content they consume.

IRIS.TV highlights that contextual targeting is more effective in CTV environments than traditional demographic targeting, citing improved viewer attention rates. This approach also emphasizes privacy, as IRIS.TV's contextual targeting for CTV doesn't rely on cookies.

The deal library offers various options, including:

• IAB Contextual: Targeting based on IAB categories like sports, news, and entertainment.
• GARM Brand Safety: Ensures ads are placed alongside content aligned with the Global Alliance for Responsible Media (GARM) framework guidelines.
• Emotional Resonance: Targeting based on content's emotional tone.
• Audience Lookalikes: Extends reach to viewers with similar interests based on real-time content consumption habits.
• Seasonal and Custom: Enables advertising around holidays and allows targeting of specific content types.

IRIS.TV indicates that this solution is powered by a network of supply, data, and ad platform partners, using AI technology to analyze content and create precise contextual segments for advertising.