JWP Connatix is IRIS-enabled™

Unlocking Deep Contextual™ Data Across Premium OLV in Viant DSP

Advertisers Can Now Leverage Deep Contextual™ Data for Targeting via the IRIS_ID

We’re excited to announce the addition of JWP Connatix to our partner ecosystem. The integration of the IRIS_ID into JWPC premium online video (OLV) inventory gives advertisers direct access to highly valuable content enriched with JWP Connatix Deep Contextual™ video-level data for targeting and measurement in the Viant DSP.  

Through this integration, JWPC video impressions are assigned an IRIS_ID enriched with contextual intelligence derived from the video itself. Advertisers can now align campaigns with premium content at scale while accessing transparent targeting and measurement in Viant DSP.

Why JWP Connatix is Different

JWP Connatix powers video management, distribution, and monetization for 7000+ premium publishers, including 80% majority of the Comscore Top-25. With its full-stack infrastructure comprising its video player, CMS, and exchange, JWP Connatix reduces hops and fees, providing advertisers with direct programmatic access to high-quality supply enriched with proprietary contextual intelligence. This supports buyer SPO initiatives and improves sustainability (24% less emissions according to Scope3), all while delivering outcomes.

Key Differentiators:

• Unparalleled scale: JWPC reaches more U.S. viewers in non-UGC video than YouTube, offering advertisers instant scale for IRIS_ID activation.
• Unique content signals: JWPC conducts frame-level analysis of video content as well as in-house 1st party and predictive modeling that uncovers customer behaviors, content engagement, and preferences.
• Full-stack advantage: By owning the player, CMS, and exchange, JWPC generates unique, code-on-page signals, including real-time viewability and user engagement metrics.

Why This Matters for Advertisers

With JWP Connatix now IRIS-enabled™, advertisers on Viant DSP can:

• Target with precision: Activate JWP Connatix’s Deep Contextual™ categories at the video-level via the IRIS_ID.
• Access premium scale: Reach audiences across thousands of top-tier publishers.
• Measure outcomes: Use Viant’s IRIS-enabled Content Report to analyze performance at the video level.

According to Upwave, campaigns that leverage the IRIS_ID for targeting and measurement significantly outperform benchmarks, generating 2x lift in Awareness, 3x in Ad Recall, and 5x in Favorability compared to norms. And campaigns delivered using JWPC’s Deep Contextual™ targeting consistently deliver higher performance, including +17% viewability, +11% video completion rate, and +37% CTR than campaigns not leveraging contextual targeting.

Looking Ahead

IRIS-enabled™ Deep Contextual™ targeting on JWP Connatix OLV provides advertisers with a new way to combine scale, transparency, and performance. This partnership delivers real-time contextual targeting on premium online video across the open web at a scale unmatched in the industry, available today in the Viant DSP.

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