Comscore and IRIS.TV Introduce Contextual Targeting for Connected TV and Video Advertising
Advertiser demand for CTV has skyrocketed with the rapid expansion of available CTV streaming services and advertising inventory, forcing advertisers to seek privacy-friendly data solutions that provide transparency and trust in their CTV advertising. With this new partnership, advertisers can better optimize their CTV and video advertising performance by utilizing the granular segmentation that
"With the advancements in CTV, it is especially critical that media buyers be able to trust that their brand safety and content categorization solutions provide the highest standards of accuracy," said
According to an audience buying strategy executive at a major automotive company, "the ability to access consistent and trusted brand safety and contextual targeting options across digital, mobile, and now, CTV advertising is critical to our business. We're excited that the rigor of brand safety and contextual categorization that we have relied on for years with digital campaigns is finally going to match the advancements in CTV."
To enable publishers to better monetize and control the packaging of their inventory, IRIS.TV will offer
"CTV continues to play an increasingly prominent role in media, and the industry is constantly looking for the next trusted third-party brand-safe and contextual solution to apply criteria across all platforms," said
Launched at Cannes Lions in 2019,
The partnership represents the latest application of the Comscore Activation solution suite, which includes a robust set of audience and contextual segments that help advertisers reach specific demographics and behavioral audiences in brand-safe, relevant contexts.
What the industry is saying:
"In order for CTV advertising to reach its full potential, the market is demanding trusted third party partners to give publishers the confidence to surface their most valuable inventory programmatically and give advertisers confidence in adoption of the new medium," said
"Accurate brand safety and contextual solutions for CTV and premium video have been the white whale of ad tech for the past few years," said David Clutter, VP, Head of Demand at Beachfront Media. "
"With new privacy standards coming about just as CTV is becoming mainstream, contextual targeting solutions for CTV are critical for media buyers to ensure their advertising is privacy-forward and surfacing in safe and contextually relevant environments," said
IRIS.TV's video intelligence and programming solutions are trusted by the world's largest broadcasters and publishers to increase engagement, activate data, and build audience insights across all video platforms. The video programming platform integrates with video players and uses machine learning to automate the streaming of personalized content based on audience preferences, user interaction, and behavioral segmentation. The company's contextual video marketplace activates industry-standard content segments on all videos to enable brands to engage users in relevant and brand-safe environments. Armed with video intelligence, media companies can maintain the highest editorial standards, provide the best user experience, while growing revenue. Follow us on twitter: @iris_tv or visit us at http://www.iris.tv.
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Neil Ripley, Comscore, Inc., 646-746-0579, firstname.lastname@example.org