Amagi and video data platform Iris.TV have entered into a partnership to enable contextual targeting on ad inventory of premium connected TV (CTV) content from participating content brands on Amagi platform.

The partnership is designed to provide broadcasters and streaming video providers with seamless onboarding of their video data, so it can be activated for contextual targeting across connected devices and smart TVs. As a result, the partnership will provide advertising buyers with access to contextually aligned premium programming at scale from participating content brands on Amagi platform that would otherwise be unavailable due to technical limitations.



The partnership enables contextual targeting on ad inventory of premium CTV content

Before Iris.TV, contextual and brand-safety data for videos was only available by analysing the text on a webpage and was an impossibility for CTV. Now, ad inventory from participating content brands on Amagi platform can be Iris enabled, providing buyers with the ability to reach contextually aligned video programming targeted by Iris.TV’s data partners - including Oracle Advertising, GumGum, Comscore, Silverbullet 4D, Kerv Interactive, Zefr, Advanced Contextual and more.

“As the rapid acceleration of viewership for CTV and digital video continues, there has not been enough access to high-quality CTV inventory, especially as demand for contextual targeting increases,” said Field Garthwaite, co-founder and CEO of Iris.TV. “Due to limited developer resources for custom platform integrations, content providers are often unable to access the tools necessary to effectively activate contextual targeting, importantly, at the video level. This partnership between Amagi and Iris.TV addresses a crucial need for ad buyers, activating an enormous amount of FAST inventory at scale and applying our contextual targeting and brand safety tools to a trove of new premium inventory.”

“Our goal is to allow content brands to maximise the value of their ad inventory. Video-level data is essential to both meet the growing demands of CTV ad buyers and unlock that value for our publisher partners,” said Srinivasan KA, co-founder, Amagi. “Our new partnership with Iris.TV enables content brands to leverage contextual targeting to realise the full value of their assets.”

“I’m excited to have Iris.TV as a part of our partner ecosystem,” said Sudhir Shabad, vice president, WW Alliances & Partnerships, Amagi. “As we move the needle from ‘good to great’, this partnership marks a paradigm shift in how content providers and ad buyers collaborate, adding value to the overall ecosystem.”