Key Points:
- Viant’s DSP now includes IRIS.TV’s real-time content reporting and pre-bid targeting, allowing advertisers to optimize CTV campaigns based on contextual and emotional performance metrics.
- Advertisers can instantly act on campaign insights by targeting high-performing video categories within the Viant platform, improving relevance and viewer engagement.
- IRIS-enabled CTV campaigns have shown significant lifts in awareness, ad recall, and brand favorability, according to recent market research.
Advertising technology firm Viant Technology has integrated new targeting and reporting capabilities within its demand side platform (DSP) thanks to an integration of various solutions offered by IRIS.TV, the companies announced this month.
The partnership and integrations allow advertisers to optimize CTV campaigns with immediate insights and actionable data. The integration reflects Viant’s push to streamline CTV media buying and eliminate traditional friction points between targeting and measurement.
The IRIS-enabled Content Report gives advertisers access to real-time performance analytics tied to specific content environments. Using data from IRIS.TV, the report surfaces key performance indicators, including video-completion rates and conversions, which are broken down by contextual and emotional categories. Marketers can then determine which content types yield the strongest engagement and adjust their campaigns accordingly while ads are still in flight, Viant says.
“For the first time, buyers can instantly compare (key performance indicators, or KPIs) such as conversion and video-completion rates to identify which categories and placements drive superior outcomes, eliminating guesswork and offering the clarity to make meaningful optimizations while campaigns are still live,” Viant affirmed in a press release.
When paired with Viant’s new Pre-Bid Targeting feature, advertisers can immediately act on those insights by directing spend toward the best-performing content categories. Those categories, surfaced in real time by the IRIS-enabled report, can be activated as granular, video-level targets within the DSP, helping buyers match messaging to viewer mindset more precisely.
This functionality is further bolstered by Viant’s identity resolution tools, including its Household ID framework, enabling more relevant and personalized ad delivery.
“IRIS.TV is a key ingredient of Viant’s overall CTV offering, enabling us to deliver unmatched transparency and targeting precision,” said Tim Vanderhook, the co-Founder and CEO of Viant. “Our integration of IRIS-enabled data significantly enhances campaign effectiveness, demonstrating our ongoing commitment to deliver superior outcomes for advertisers.”
Advertiser demand for contextual tools in streaming environments has grown as privacy regulations and signal loss diminish the reliability of traditional behavioral targeting. According to eye-tracking research cited by Viant, viewers are four times more likely to ignore ads that are not contextually relevant to the programming they are watching.
IRIS-enabled campaigns are already showing strong performance gains. Citing data from measurement firm Upwave, Viant said campaigns using IRIS.TV-powered contextual targeting saw a twofold increase in awareness, a threefold increase in ad recall, and a fivefold boost in brand favorability compared to standard benchmarks.
“This launch marks an important milestone in the advancement of contextual targeting in the streaming ecosystem,” said IRIS.TV CEO Field Garthwaite. “By combining IRIS-enabled Content Report and Pre-Bid Targeting with Viant’s powerful DSP capabilities and leadership in CTV, we’re providing advertisers with deeper, actionable insights that drive real-world results.”
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