The acquisition of IRIS.TV positions Viant Technology to enhance transparency in CTV inventory, leveraging AI-driven content identification for marketers' needs.
IRIS.TV will allow Viant to expand its identification capabilities across 1,400+ video publishers, improving access to contextual and emotional data in advertising.
CTV spending surged nearly 50% year-over-year, showcasing its growing importance for advertisers. Adding IRIS.TV helps Viant aim for leadership in programmatic partnerships.
A case study highlighted IRIS.TV's impact, where a campaign for a fast-food chain led to a 35% increase in visits and 152% rise in sales.
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