IRIS.TV Partners with Equativ for Full-Stack Integrations

Leading content data platform joins forces with ad tech innovator to shape the post-cookie video and CTV future: providing better insight-powered contextual ad targeting.

London, New York & Paris 30 October 2023 — Equativ, the global leading independent ad platform, has today announced its official partnership with IRIS.TV — the only data platform built for structuring, connecting, and activating video-level data.

This marks IRIS.TV’s first full-stack partnership, enabling the use of granular video-level data across Equativ’s advanced ad server, supply, and demand-side platforms (SSP and DSP). Through direct integration, Equativ will create a new marketplace where publishers can easily integrate the IRIS_ID to offer brand-suitable, contextual ad targeting for online video and connected TV (CTV) inventory, while also having increased access to demand from media buyers. Driving secure data sharing, the smart content identifier makes it easy to efficiently fuel relevant advertising by harnessing detailed insights about on-screen digital content.

This collaboration comes as standard approaches to digital media monetization and buying are being disrupted by ongoing changes in data access and usage. Coupled with rising data privacy regulations, the upcoming deprecation of third-party cookies in 2024 is creating a greater need for more contextual-based solutions. With brands, agencies, and advertisers recognizing the need to explore alternative data sources, there is increasing interest in contextual approaches that can deliver both privacy-compliant and more engaging ads to consumers, especially in the fast-growing CTV space.

IRIS.TV’s privacy-by-design solution helps publishers securely share video-level insights with advertisers. Seamlessly ingesting and normalizing all metadata for each video, it assigns an IRIS_ID: a universal content identifier, that can be shared with data partners such as Oracle Advertising, Pixability, and GumGum’s Verity for sophisticated enrichment and segmentation, powered by artificially intelligent (AI) frame-by-frame analysis. Using Equativ’s platform, the IRIS_ID can be passed into the bid-stream by publishers, enabling flexible programmatic transactions via direct, private marketplace (PMP), and pre-bid deals.

Key benefits of the partnership include:

• Streamlined and secure monetization: The IRIS_ID equips publishers with a common data signal they can implement to amplify video and CTV ad revenue, while maintaining tight control over their valuable assets.
• Smart contextual targeting: Media buyers can apply AI-assisted contextual targeting that’s twice as effective as demo and publisher-declared content metadata; ensuring ads are placed beside the content best suited to their audience and brand.
• Scalable deal configuration: Versatile capacity to optimize and organize multi-publisher deals in the way buyers want to transact, effortlessly generating unique deal IDs that can be accessed by any DSP of their choice.
• Rigorous standards: Data management practices follow the same benchmarks as wider display advertising: adhering to the Video Privacy Protection Act (VPPA) and creating brand suitability segments in line with the Global Alliance for Responsible Media (GARM) framework.