Amagi, which helps bring streaming channels to CTV platforms, is partnering with IRIS.tv, whose technology mines video for data that can be passed as ad targeting signals, to enable contextual targeting for some of its channel partners.
In this video interview with Beet.TV, IRIS.tv co-founder Richie Hyden explains what is happening, and what they future looks like.
Excited to work with @amagicorp to provide streaming TV with seamless onboarding of their video data, so it can be activated for contextual targeting across connected devices and smart TVs. #connectedtv #programmatic #adtech #contextualadvertising https://t.co/yt37w2JhKY
— IRIS TV (@iris_tv) September 9, 2021
“The partnership is built to enable transparency between both buyers and sellers, simply as to the content that a consumer is watching on a connected TV device, and most importantly, what they’re watching at the time in which an advertisement is shown to that consumer,” Hyden says.
The deal means Amagi channel partners – which currently include the likes of Vice Media, Bein Sports and Fremantle – will get to use IRIS.tv to pull out video-level contextual and brand safety signals, information that describes the inner meaning of their content. (Announcement).
This can then be activated through the streams enabled by Amagi, which delivers to like destinations like Samsung, Roku, Vizio, Xumo and Pluto TV, plugging in SSPs and DSPs to enable programmatic advertising.
In other words, it enables contextual advertising for linear and on-demand TV play-out over connected TV.
Amagi recently raised $100 million in new funding.
IRIS.tv is all about peering into the inner meaning of videos, pulling out contextual labels that describe the content and making them available as signals for ad buyers and platforms.
It uses natural language processing to automatically add and structure video metadata.
Hyden says information about videos typically lives in a publisher’s content management system. He aims to make meaning of it, and help distribute that information to ad-tech systems.
Tune into the webinar, 'Instant gratification: The exploding opportunity of FAST TV' to learn how content brands & platforms are working on growing their audience base & ad revenues in Free Ad Supported Streaming TV!https://t.co/fgpW0PkSOt#Amagi #OTT #Cloud #FAST #AVOD #CTV
— Amagi (@AmagiCorp) September 15, 2021
Usually, these kinds of innovations are offered to sell-side operators. But Hyden’s says IRIS.tv’s roadmap involves embracing ad buyers, too.
“We’ll be expanding that to the buy side, leveraging our persistent ID that we call the IRIS ID,” he says.
“That will enable brands and agencies to enable traditional pre-bid targeting out of their DSP of choice in a very similar way that’s done for page-level analysis and targeting based on text on the page.
“You’ll see more announcements for us working with our DSP partners there, and then also enabling the data to be used for post-campaign reporting and verification, something that we know is really important to the brands and agencies.”
]]>The LA company offers a contextual video marketplace which uses natural language processing to automatically add and structure video metadata, helping ad buyers decide which inventory to buy against.
In this video interview with Beet.TV, co-founder Richie Hyden explains what is happening.
We are on a mission to build the data infrastructure for the future of video and Connected TV. Excited to announce our $18M Series B led by Intel Capital! We look forward to supporting our customers and partners with access to video-level contextual data!https://t.co/n5i0Jbhyev
— Richie Hyden (@richiehyden8) April 7, 2021
The company took Series A funding in 2015 from investors including Sierra Wasatch, Bertelsmann Digital Media Investments, Progress Ventures, Machinima founder Allen DeBevoise and executives from Nielsen, AEG and Lionsgate.
The new round is led by Intel Capital, with participation from investors including WISE Ventures, Quest Venture Partners and Mirae Asset Venture Investment, plus dataxu founder Mike Baker, SpotX founder Mike Shehan and Beeswax CEO and Ari Paparo.
Hyden explains how IRIS.tv will use the money:
“Expanding our team and really focusing on ‘How are we bringing in a world-class developers, to help us continue to build on our API framework, making all of this data available to different partners?’ But then also, ‘How are building the team of market experts and really the data marketplace environment that helps us our partners, whether that’s brands and agencies and DSPs on the buy side or the SSPs ad service publishes data properties that we work with, the team expansion in that both in the us and abroad?’
“We’ve got a lot of different developer tools and APIs that are available to our partners and customers to leverage connecting these different data sets for different outcomes. And we’ve got a very large roadmap ahead of ourselves to expand on those integrations.”
“We work with a lot of different constituents through the market – by no means are we done. And so we’ll be building on our partnerships with our data partners, publishers and buy- and sell-side partners in order to make sure that this data is available on every shelf for any type of buying, you know, targeting, verifying, and measuring.”
We’re thrilled to welcome Lauren Gabriele to the team as VP of Publisher Partnerships! Lauren will be leading https://t.co/N8iiatmCxF publisher partnerships so reach out to Lauren if you are a publisher looking to introduce video-level contextual targeting to your inventory! pic.twitter.com/maX3F2jOvt
— IRIS TV (@iris_tv) February 22, 2021
For Hayden, the mission is all about solving two key problems – data accessibility and transparency.
He says platforms like YouTube and Facebook have done a fabulous job at connecting the data on their platforms around what a consumer is engaging with, so that brands can answer questions like: “What’s the right type of content that my brand campaign should be associated with?”
IRIS.tv is all about peering into the inner meaning of videos, pulling out contextual labels that describe the content and making them available as signals for ad buyers and platforms.
Hyden says he wants to make information that describes video contents available far and wide, even in content delivery networks (CDNs).
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