Innovid (NYSE:CTV), an independent software platform for the creation, delivery, measurement, and optimization of advertising across CTV, linear, and digital today announced a partnership with IRIS.TV is the leading content data marketplace for streaming media. This integration brings IRIS.TV’s data marketplace and content ID, the IRIS_ID, into Innovid’s measurement platform, empowering advertisers with actionable insights to optimize campaigns through a deeper understanding of the TV content that drives conversions.
Innovid and IRIS.TV’s collaboration introduces a new dimension to cross-platform measurement and reporting: contextual relevance indexing. For the first time, advertisers can see how content genres or sub-genres overlap with publishers, devices, dayparts, geographic regions, and more to drive the most conversions.
More than 70 million videos from streaming apps, channels, and smart TVs such as LG, Vizio, Univision, and Xumo have IRIS_IDs and have been analyzed by the leading AI models to create standardized data for context, emotion, and brand suitability. IRIS.TV’s data partners for this solution include 4D Advanced Contextual, Captify, GumGum, Pixability, Reticle, Sightly, Silverpush, SpotRunner, and more. All future IRIS.TV data partners will also be made available in Innovid’s measurement platform, enabling advertisers to measure the impact of those datasets on delivering campaign outcomes. The product capability will initially be made available for buyers executing from Viant Technology, Magnite Clearline, and more.
Jackie Vanover, SVP, Product, Identity, & Measurement, Innovid said,
“This partnership can redefine how advertisers approach CTV and video strategy. By combining our robust ad serving and measurement capabilities with contextual data accessible via the IRIS_ID, we’re not just helping clients run better campaigns – we’re empowering them with the knowledge to make smarter, more relevant, and more impactful buying decisions.”
As advertisers navigate the challenges of privacy regulations and the deprecation of signals, this partnership provides a scalable, compliant alternative that prioritizes content relevance over identity-based targeting. By leveraging Innovid’s contextual measurement capabilities, advertisers can refine their FAST (free ad-supported streaming TV) strategies, making campaigns more efficient and impactful while protecting viewer information and eliminating waste.
With Innovid’s leadership in converged TV measurement and IRIS.TV’s expertise in contextual intelligence, this partnership sets a new benchmark for the future of video advertising. Together, the companies are proving that contextual targeting is not only a viable alternative to identity-based strategies but also a more effective and sustainable one for advertisers, publishers, and the broader advertising ecosystem:
Richie Hyden, President & COO, IRIS.TV said,
“This solution by Innovid is a game changer for the advertising industry. For the first time, advertisers can measure the impact of video-level content insights powered by the IRIS_ID, unlocking an unprecedented ability to understand and act on what drives results. This is setting a new standard for measurement and proving that contextual targeting is not just an alternative but the future of effective and privacy-first video advertising.”
