Viant Technology Inc. has launched the IRIS-enabled Content Report and Pre-Bid Targeting within its Demand-Side Platform (DSP), marking a significant advancement in Connected TV (CTV) advertising. This integration leverages IRIS.TV’s proprietary content identifier called IRIS_ID and real-time content data to provide advertisers with immediate, actionable insights about their campaigns’ performance across contextual and emotional content categories. Advertisers can compare KPIs such as conversion and video completion rates by content category to identify high-performing placements and optimize campaigns in real time while they are live.
The Pre-Bid Targeting capability allows advertisers to use these insights to target contextual and emotional video-level categories directly within Viant’s DSP before bidding, enhancing targeting relevance and campaign effectiveness. This feature is supported by Viant’s extensive identity graph and Household ID, enabling efficient audience alignment on the right content at the right moment in the customer journey.
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IRIS-enabled targeting boosts campaign performance: 2x brand awareness, 3x ad recall, and 5x favorability compared to benchmarks, significantly enhancing viewer engagement and ad outcomes.
IRIS.TV CEO Field Garthwaite highlights that this offering advances contextual targeting within streaming by combining Viant’s DSP strength with IRIS-enabled insights for actionable advertiser intelligence. Viant CEO Tim Vanderhook describes IRIS.TV as providing unmatched transparency and precision that boosts campaign effectiveness.
The IRIS_ID content data marketplace powering this solution covers over 75 million videos from leading streaming platforms and data partners such as 4D, Captify, GumGum, KERV.ai, and others. This broad coverage supplies rich contextual and emotional metadata useful for delivering brand-safe and resonant advertising environments.
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Overall, Viant’s IRIS-enabled Content Report and Pre-Bid Targeting deliver advertisers a unified, data-driven approach to optimize CTV campaign performance by understanding and leveraging the emotional and contextual dimensions of streaming video content resulting in better engagement, higher ROI, and greater campaign agility in a fast-growing CTV marketplace.
This new capability builds on Viant’s leadership in CTV, identity-driven addressability, and AI-powered programmatic advertising, helping agencies and brands unlock the full potential of streaming video advertising with precision and transparency.
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