Video software provider Synamedia has launched Iris, a new addressable advertising product.


Scott Kewley: Iris to help service providers combat the erosion of ad revenue

Iris is designed to create addressable advertising opportunities for pay-TV and broadcasters as well as OTT and hybrid service providers to unlock new revenue streams.

Synamedia noted that service providers can use Iris to create advertising propositions that reach specific TV audience segments of any size and makeup across all services, devices and screens.

Scott Kewley, vice president, advanced advertising and data, Synamedia, said: “With Iris, the TV industry can finally combat the erosion of ad revenues to digital platforms and achieve its long-held ambition of generating new income from advanced TV advertising. Our end-to-end solution with its unified campaign management capability makes it easy for customers to drive new revenues from their inventory – even over more challenging one-way and hybrid networks – and offer established and new advertisers an alternative to the increasingly wild west world of online advertising.”