Spectrum Media Services Joins IRIS.TV’s Contextual Video Marketplace
Updated: May 12, 2020
New York, March 9, 2020 - Spectrum Media Services, a leader in cookieless contextual targeting, is joining the IRIS.TV Contextual Video Marketplace to enable its unique topic-level scoring data for video across all platforms and devices. This partnership addresses the ambiguous nature of keyword targeting inherent to video advertising. This solves for the waste in reach and media impressions which is especially critical in video to both the buy and the sell side.
Spectrum Media Services’ core focus is on leveraging recent (last 30 days) content consumption as a signal of consumer intent. The Spectrum Platform is a proprietary contextual & audience platform, which has the ability, in real time and at Web scale, to understand the meaning of a page at the topic level – not just through a few isolated keywords.
To enable publishers to control the packaging of their inventory, IRIS.TV will offer Spectrum’s contextual data via its marketplace for both direct and private marketplace deals being executed via supply-side platforms.
“With the demise of third-party cookies and increased uncertainty when it comes to consumer privacy regulations, the ability to target advertising to contextually relevant video on the open internet is more important than ever. With Spectrum integrated into our marketplace, brands can be more confident that their advertising is aligned with brand-safe and brand-suitable video on the open web,” said Richie Hyden, COO & Co-Founder of IRIS.TV.
“We’re thrilled to partner with IRIS.TV and their Contextual Video Marketplace. Moving into video is a natural next step as we further distribute Spectrum’s capabilities, and IRIS.TV’s eco-system will benefit from our ability to scale contextual while preserving relevancy,” said Dave Hills, President of Spectrum. “Spectrum is benefiting its customers and the industry by providing a scale and precise alternative to audience targeting, which is fading into the background, using our proprietary topic engine and index of over 3.5 billion pieces of content.”
IRIS.TV’s contextual video marketplace is a data pipeline that simplifies the complexity of the video ecosystem across CTV, web and mobile video. The marketplace has simplified thousands of integration points into a single ecosystem bringing together publishers, contextual data partners, ad servers and SSPs into a marketplace that enables publishers’ video content to be analyzed and categorized into industry-accepted brand-safety and brand-suitable segments that can be purchased by any DSP through private marketplace deals.
Spectrum has the cookieless targeting solution you need based on our page-level success with major clients across various industries. The Platform listens to content consumption event streams, reaching millions of users consuming billions of URLs. The Platform uses its topic-level understanding of content to score these media opportunities based on how likely they are to engage the consumer with your marketing message, producing page-level contextual or audience Content Targets for targeting, reach extension, & analytics. Content, just like social media and devices, can all be graphed to leverage maximum reach to a desired audience. Spectrum has that for you today. Follow us on LinkedIn and learn more at www.spectrumplatform.com.
IRIS.TV’s video intelligence and programming solutions are trusted by the world’s largest broadcasters and publishers to increase engagement, activate data, and build audience insights across all video platforms. The video programming platform integrates with video players and uses machine learning to automate the streaming of personalized content based on audience preferences, user interaction, and behavioral segmentation. The company’s contextual video marketplace activates industry-standard content segments on all videos to enable brands to engage users in relevant and brand-safe environments. Armed with video intelligence, media companies can maintain the highest editorial standards, provide the best user experience, while growing revenue. Follow us on twitter: @iris_tv and Linkedin or visit us at www.iris.tv.