IRIS.TV, the leading video data platform, and Magnite’s SpringServe, the leading independent ad serving platform for Over-The-Top (OTT) and Connected TV (CTV), announced that they are working together to enable video-level contextual targeting for CTV through SpringServe’s comprehensive platform for ad inventory management.
Ad spending on CTV reached record levels during the 2021 up-fronts, increasing by almost 50% year-on-year to USD$4.5bn (£3.3bn) according to eMarketer. IRIS.TV and SpringServe will make it easier for advertisers to extract maximum value from their CTV investments, leveraging contextual targeting to enhance performance and ensure that each message connects directly with its intended audience—while also providing publishers with the tools to enhance revenue.
“While marketers are increasing their spending on CTV, they haven’t had access to the tools to maximise performance and ROI,” said Field Garthwaite, co-founder and CEO of IRIS.TV. “Working with SpringServe will enable us to provide targeting capabilities across free ad-supported TV (FAST) and CTV inventory at scale across all screens and devices. Together with SpringServe, we look forward to setting the standard for high-performance, brand-safe CTV advertising.”
“At SpringServe, we are always looking for new ways to better the ad experience for streamers and increase yield for partners,” said Joe Hirsch, General Manager, SpringServe, now part of Magnite. “ Our tools give ad operators greater transparency, more control, and enhanced optimisation capabilities to balance revenue and user retention. Through this integration with IRIS.TV, we are able to leverage powerful contextual data to help buyers and sellers deliver more relevant ads. Additionally, buyers will have increased insight to where their ads are running and performing most effectively.”
As the first independent ad server to directly integrate with IRIS.TV, SpringServe can provide its clients with third-party verified brand safety and contextual data in addition to the platform’s existing optimisation and automation tools for CTV advertising. IRIS.TV enables video-level content analysis in partnership with the leading contextual intelligence providers including Oracle Advertising, Comscore, GumGum, Silverbullet 4D, Kerv Interactive, and Advance Contextual across content providers and platforms, ensuring comprehensive optimisation for brands and advertisers.