Future Today has partnered with contextual advertising company Anoki and sell-side platform Magnite to bring scene-level contextual targeting to its connected TV footprint, a move the company says will boost engagement while protecting viewer privacy.
The technology, called ContextIQ, analyzes visual elements, dialogue and thematic context within shows and movies to identify optimal advertising moments. Rather than targeting individual viewers, the system places ads next to relevant content. For example, a cooking scene could automatically trigger food and beverage ads during the following break.
“Integrating ContextIQ is a game-changer for how we deliver advertising across our platform,” said Vikrant Mathur, co-founder of Future Today. “Now, brands can align their messages not just with a show or genre, but with the precise emotional and thematic context of a scene. That means ads become more relevant and resonant, delivered at the right moment, in the right mindset.”
The partnership also allows for new ad formats beyond traditional spots, including in-scene overlays and squeeze-backs, designed to enhance brand exposure without disrupting the viewing experience. Future Today said the collaboration provides four key benefits: higher viewer engagement, brand-safe placements, stronger ad performance across awareness and conversion, and increased inventory value.
“By understanding each scene, we ensure ads appear in the right place at the right time—maximizing impact while upholding brand safety and privacy,” said Raghu Kodige, co-founder and CEO of Anoki.
Future Today said the integration is already being deployed across its flagship services Fawesome, iFood.tv and HappyKids, where Anoki-powered campaigns are running. By offering advertisers scene-level precision, the company expects to improve performance while avoiding reliance on personal user data.
The company called the development a “major step” in the evolution of privacy-safe, content-first advertising for streaming. Mathur said the initiative benefits advertisers, content owners and audiences alike by delivering more contextually aligned messages that resonate with viewers.
