Key Points
- Spectrum Reach is partnering with Anoki AI to deliver real-time contextual insights for streaming ad placements.
- The integration uses ContextIQ to analyze live and on-demand content at the scene level, improving transparency and brand suitability.
- Advertisers can set content preferences, with ads dynamically matched to appropriate moments within live programming.
Spectrum Reach has entered into a collaboration with Anoki AI that will give advertisers more visibility into where their commercials appear across streaming television inventory, the companies announced on Wednesday.
Under the agreement, Spectrum Reach has integrated Anoki’s ContextIQ platform across its streaming advertising inventory. The technology analyzes live and streaming video content in real time, allowing advertisers to better understand the programming and segments surrounding their ad placements.
The companies said the integration will help brands evaluate ad environments across connected TV inventory, including live national and local news, sports and entertainment programming.
“Transparency has always been central to Spectrum Reach and our advertisers; teaming up with Anoki helps us to deliver even more context around live content,” Rob Klippel, the Senior Vice President of Product, Technology and Operations at Spectrum Reach, said in a press release on Wednesday.
The technology gives marketers more information about where their ads appear and helps them invest in inventory that aligns with brand suitability goals, Klippel affirmed.
Spectrum Reach already offers advertisers the ability to pair ads with certain types of live connected TV programming. With Anoki’s ContextIQ, the company says it can now support scene-level contextual advertising during live broadcasts.
The platform allows advertisers to set content guidelines, such as selecting preferred topics or avoiding certain subject matter. Anoki’s system then analyzes live programming and matches ads to suitable breaks within milliseconds.
Spectrum Reach offered the example of a barbecue grill commercial appearing shortly after a Father’s Day story during a live Spectrum News broadcast. The real-time placement is supported through supply-side platforms Magnite and Index Exchange.
The agreement comes as advertisers seek more transparency and control over streaming ad placements, particularly around live programming. While streaming has created new targeting opportunities, buyers have often had less visibility into the specific content appearing before and after their ads, especially during live news and event coverage.
Anoki said its platform moves contextual targeting beyond broad genre-level categories by analyzing scenes and segments within programming.
“For years, the industry has wanted brand suitability and contextual transparency that goes beyond genre-level controls,” said Raghu Kodige, the co-Founder and Chief Executive Officer of Anoki. “With Spectrum Reach, we’re showing that scene- and segment-level video intelligence can work in streaming environments, including live programming.”
Horizon Media is among the agencies using the technology through Spectrum Reach.
“We are focused on giving clients greater transparency and confidence in their CTV investments,” Alexander Stone, the Senior Vice President and Managing Director of Enterprise Partnerships at Horizon Media, noted on Wednesday, adding that the integration gives advertisers access to premium streaming inventory while offering more visibility into live content environments, including sports, entertainment and local news.
The partnership is intended to add another layer of data and automation to Spectrum Reach’s streaming advertising business as brands push for more precise targeting, stronger brand-safety controls and better accountability across connected TV campaigns.
