A common complaint among advertisers is their lack of transparency into the CTV inventory they're buying. IRIS.TV has video-level CTV data via its proprietary identifier. This content targeting signal tags videos with an ID that can be passed through the programmatic bid stream. The ID provides contextual signals beyond what streaming platforms typically share about genre, sentiment and brand safety status.
Giving advertisers more granular targeting and attribution data for CTV, beyond app-level or genre-level targeting, should be the proverbial tide that lifts all boats for programmatic CTV, according to Schulz.
'CTV is on the fastest growth trajectory in digital already, but it has a lot of runway as linear continues to decline,' he said. 'If we can do this right and make CTV perform better, the investment will continue to follow.'
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