Key Points:
- IPG Mediabrands and Acxiom introduced Acxiom Contextual CTV, powered by IRIS_ID, to bring privacy-first contextual targeting to streaming ads.
- Campaigns using IRIS_ID delivered up to 5x stronger favorability compared to standard CTV benchmarks, according to Upwave.
- The launch comes as streaming surpasses broadcast and cable, with IPG urging publishers to adopt IRIS_ID to access scaled advertiser demand.
IPG Mediabrands and Acxiom are rolling out a new connected TV (CTV) advertising product aimed at delivering more-precise, privacy-first targeting for streaming audiences.
The new offering, called Acxiom Contextual CTV powered by IRIS_ID, was announced Tuesday and leverages IRIS.TV’s widely adopted content identification system to allow advertisers to serve messages aligned with the context, genre and tone of programming.
Acxiom, the data and technology division of Interpublic Group, developed the solution in partnership with IRIS.TV, a unit of Viant Technology. The product will be available to IPG Mediabrands’ clients for both direct and programmatic campaigns across participating platforms.
“Acxiom Contextual CTV represents the future of programmatic—privacy by design, data-rich, and publisher-aligned,” said Simon Poplyansky, the Vice President of Global Partnerships at Acxiom. “With the IRIS_ID, we’re able to enhance our core offerings with precise contextual targeting, driving superior outcomes for our brand partners.”
The solution draws from a taxonomy of more than 1,200 content categories, giving advertisers greater control in aligning campaigns with real-time contextual signals. IPG Mediabrands said the system enables investment teams to better plan and execute streaming strategies at scale while reinforcing its existing identity-based targeting capabilities.
Performance data supports the approach. Measurement firm Upwave reported that campaigns using IRIS_ID outperformed standard CTV benchmarks, with results showing a twofold increase in awareness, three times higher ad recall and a fivefold boost in favorability. In a recent Mediahub campaign for a global entertainment client, IPG Mediabrands said IRIS-enabled targeting also improved tune-in lift and video completion rates.
“As CTV matures, advertisers need tools that deliver scale, precision, and respect for consumer privacy,” said Field Garthwaite, the co-Founder and CEO of IRIS.TV. “By adding real-time, video-level contextual data to its best-in-class data and identity solutions, Acxiom is giving IPG advertisers a powerful new layer of intelligence that consistently drives return on ad spend.”
Acxiom Contextual CTV arrives as streaming continues to eclipse traditional television. According to Nielsen, July 2025 marked the first time streaming accounted for more viewing share than the combined total of broadcast and cable. That growth has introduced challenges for advertisers, who must navigate a fragmented ecosystem of platforms and measurement standards.
IPG Mediabrands executives said their new contextual targeting framework helps reduce that complexity by standardizing data across publishers through IRIS_ID.
“We are constantly seeking innovative ways to enhance media efficiency and effectiveness for our clients,” said Molly Schultz, the Executive Vice President of Investment Strategy at IPG Mediabrands. “This partnership with Acxiom and IRIS.TV delivers a holistic solution combining Acxiom’s powerful data with the IRIS_ID, a privacy-first solution for contextual CTV. The result is that IPG Mediabrands has a comprehensive suite of data solutions that are unlocking superior outcomes for clients.”
For publishers, adopting IRIS_ID into CTV bid requests provides access to scaled demand from IPG advertisers, who are seeking high-quality, brand-safe inventory. Mediabrands is urging its partners to become IRIS-enabled as more ad budgets move toward streaming environments.
