Context is Rebooted for CTV: IRIS.TV’s Hyden – Beet.TV


LOS ANGELES — Contextual targeting is nothing new. In fact, you could say that the new limitations on audience identification are taking the industry back to the old practice of content adjacency.

However, what has become common practice for web articles is a different ball game for streaming TV.

In this video interview with Beet.TV, the co-founder of IRIS.TV discusses how his company makes video and TV shows shoppable based on context.

Three steps to the television context

For Hyden, whose video content IRIS.TV analyzes and generates buyable signals, it involves three steps:

  • ingest – “It’s all about ‘How do I ingest raw metadata from their video libraries?’ We do this by integrating with their content management systems and integrating all of this rich data into our system – titles, descriptions, keywords, the URLs of these videos, maybe caption files.
  • Normalize – “The data from all these different publishers is in different nomenclatures. So we need to go through a normalization process and standardize that data so that it can be addressable across the whole ecosystem.
  • Enrich – “We connect this normalized data to industry standard contextual and brand safety providers who want to analyze this content in their own way, very similar to what is done by analyzing text on a web page.”

The new contextuals

Once upon a time, ad placement software didn’t have to think so hard.

Even for the 2021 variant of contextual targeting, systems have a relatively easy time selecting signals from text articles, for example.

When it comes to video, however, it gets a bit more difficult.

“The ecosystem has taken on the concept of page URLs,” Hyden explains. “This video ad opportunity… never goes to the DSP, and it can never be analyzed and explored.

“In order to provide transparency in a CTV world, you had to build a very different set of infrastructures.”

The future of television

IRIS.TV allows Finecast buyers to target through the eye of context: Garthwaite

The application of contextual targeting for connected TV got a head start in November when GroupM’s Finecast announced that it would make IRIS.TV’s contextual targeting and brand safety tools available to its customers. American local advertisers.

The company secured Series A funding in 2015 from investors including Sierra Wasatch, Bertelsmann Digital Media Investments, Progress Ventures, Machinima founder Allen DeBevoise, and executives from Nielsen, AEG and Lionsgate.

A new $18 million round this year was led by Intel Capital, with participation from investors including WISE Ventures, Quest Venture Partners and Mirae Asset Venture Investment, as well as dataxu founder Mike Baker, the founder of SpotX Mike Shehan and Beeswax CEO and Ari Paparo.

You’re viewing coverage of Beet Retreat Santa Monica 2021, brought to you by FreeWheel, IRIS.TV, Samba TV, TransUnion and Warner Music Group. For more videos, visit this page.


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