BOSTON \u2013 Akin to what Pandora has done with streaming music, IRIS.TV brings adapted machine learning to video viewing preferences. Its white-label solution, licensed to digital publishers, uses artificial intelligence to create a \u201cpersonalized viewing experience for every viewer,\u201d according to CEO and Co-Founder Field Garthwaite.<\/p>\n

\u201cWe ingest the archive from a publisher, look at the content and meta data on the content, structure and classify it so that the content is more easily discoverable over time,\u201d Garthwaite says in an interview with Beet.TV. \u201cWe match the right video to the right viewer in real time.\u201d<\/p>\n

This translates to several hundred million video views through the IRIS.TV<\/a> Video Programming Platform each month. \u201cSome of our customers alone have over a million videos,\u201d says Garthwaite.<\/p>\n

For the average publisher, about 80% of its audience \u201cwill actually leave before the first video ends,\u201d according to Garthwaite. But the other 20% is there to watch as much as they can. \u201cThey will stick around and watch another video and basically, like science, IRIS is able to consistently drive another four to eight videos for those kind of super users we call them.\u201d<\/p>\n

The company believes that while the majority of video viewing has been on social media, companies and marketers experience poor unit economics and lose control of their audiences. Not surprisingly, Facebook and YouTube are some of the only video players IRIS does not work with.<\/p>\n

\u201cOn a monthly basis for a typical customer, we\u2019ll see a 70 percent increase in views,\u201d says Garthwaite. \u201cSo if you\u2019re doing 10 million views a month, you can expect that we\u2019ll take you to 17. Which is really significant if you\u2019re selling all that ad inventory.\u201d<\/p>\n

IRIS.TV recently launched Campaign Manager<\/a>, which lets marketers serve branded campaigns to targeted audiences organically on premium publisher owned-and-operated destinations. Campaigns programmed by IRIS.TV are ad-blocker resistant and are served only to engaged users.<\/p>\n

We interviewed him last month at the Progress Partners Connect conference<\/a>. Our coverage of the conference is sponsored by Simpli.fi<\/a>. More videos from the series can be found on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

BOSTON \u2013 Akin to what Pandora has done with streaming music, IRIS.TV brings adapted machine learning to video viewing preferences. Its white-label solution, licensed to digital publishers, uses artificial intelligence to create a \u201cpersonalized viewing experience for every viewer,\u201d according to CEO and Co-Founder Field Garthwaite. \u201cWe ingest the archive from a publisher, look at […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5875],"tags":[4072,4218,5950,5951],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43217"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43217"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43217\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43217"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43217"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43217"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}