Press: Comscore and iris.tv introduce contextual targeting for connected tv and video advertising
IRIS.TV’S CONTEXTUAL VIDEO MARKETPLACE NOW LEVERAGES COMSCORE’S LEADING BRAND SAFETY AND CONTEXTUAL SEGMENTS TO DELIVER PRIVACY-FOCUSED, RELEVANT, AND BRAND-SAFE VIDEO ADVERTISING
RESTON, Va., March 2, 2020 – Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, and IRIS.TV, a video intelligence platform for broadcasters and publishers, today announced that Comscore’s brand safety and contextual categorization segments are now available for activation in IRIS.TV’s Contextual Video Marketplace. This partnership represents Comscore’s continued focus on privacy-driven innovation to meet advertisers’ needs for connected TV (CTV) advertising and the next step in expanding its contextual targeting solution to CTV content.
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 Comscore’s powerful context solution delivers. Comscore’s industry-leading contextual technology helps advertisers go beyond keyword-only-based targeting for comprehensive content insights that enable accurate brand safety and contextual categorization, while preserving reach.
“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 Rachel Gantz, General Manager, Activation Solutions, Comscore. “Relying on technology that knows the difference between apple, the fruit, and Apple, the multinational technology company, is critical. Comscore is thrilled to partner with IRIS.TV to provide advertisers with the tools to have more confidence in their CTV advertising while providing publishers with a better way to monetize the full extent of their CTV inventory.”