Innovid & IRIS.TV Partner to Enable Actionable, Video-Level Contextual Measurement for CTV

Rhea-AI Summary

Innovid (NYSE:CTV) has partnered with IRIS.TV to enhance CTV advertising measurement capabilities. The integration brings IRIS.TV's data marketplace and IRIS_ID into Innovid's measurement platform, enabling advertisers to analyze how content genres impact campaign conversions across platforms. The partnership provides video-level contextual measurement for over 70 million videos from streaming apps and smart TVs.

The collaboration introduces contextual relevance indexing for cross-platform measurement, allowing advertisers to understand how content genres correlate with publishers, devices, and regions to drive conversions. This privacy-first solution offers an alternative to identity-based targeting, helping advertisers optimize FAST (free ad-supported streaming TV) strategies while protecting viewer information.

Positive

• Integration with IRIS.TV expands measurement capabilities across 70M+ videos
• Provides privacy-compliant alternative to identity-based targeting
• Enables more efficient budget allocation based on content performance
• Creates new revenue opportunities for publishers through contextual targeting

Negative

• None.

Insights

Tech Analyst

This strategic partnership marks a significant advancement in CTV advertising technology. The integration of IRIS.TV's contextual data with Innovid's measurement platform addresses critical industry challenges around privacy-compliant targeting and measurement. The solution enables advertisers to analyze content performance across multiple dimensions (genres, publishers, devices, etc.) without relying on personal data. With access to over 70 million videos and multiple AI-powered data partners, this creates a substantial contextual targeting network. The timing is particularly relevant as the industry moves away from identity-based targeting. This could potentially drive increased adoption of Innovid's platform and create new revenue streams through enhanced targeting capabilities.

Market Research Analyst

The partnership positions Innovid strongly in the rapidly growing CTV advertising market by addressing two key market demands: privacy compliance and measurement effectiveness. The integration provides a scalable solution for advertisers seeking alternatives to traditional targeting methods, particularly important as privacy regulations tighten globally. The extensive reach across major streaming platforms like LG, Vizio and Univision, combined with multiple data partnerships, creates significant network effects. This could strengthen Innovid's competitive position and potentially increase market share in the CTV advertising space. The focus on FAST (free ad-supported streaming TV) strategies is particularly noteworthy given the growing consumer shift toward these platforms.

Partnership Integrates IRIS_ID & Data Marketplace into Innovid’s Measurement Platform to Deliver Smarter, Privacy-First Campaigns for Advertisers

NEW YORK--(BUSINESS WIRE)-- Innovid (NYSE:CTV), an independent software platform for the creation, delivery, measurement, and optimization of advertising across CTV, linear, and digital today announced a partnership with IRIS.TV, the leading content data marketplace for streaming media. This integration brings IRIS.TV’s data marketplace and content ID, the IRIS_ID, into Innovid’s measurement platform, empowering advertisers with actionable insights to optimize campaigns through a deeper understanding of the TV content that drives conversions.

Game-Changing Advertising for a Privacy-First World

Innovid and IRIS.TV’s collaboration introduces a new dimension to cross-platform measurement and reporting: contextual relevance indexing. For the first time, advertisers can see how content genres or sub-genres overlap with publishers, devices, dayparts, geographic regions, and more to drive the most conversions.

• Strengthen Campaign ROI: Harness top-performing, genre-based video-level segments to reduce ad waste and maximize conversions.
• Apply Relevancy to Media Planning: Leverage insights that align performance to relevant content (and the publishers who sell it) to efficiently allocate budgets to the publishers that yield the best results.
• Scalable, Future-Proofed Targeting: Seamlessly integrate segments from IRIS.TV’s content data marketplace into CTV strategies to align ads with the content that resonates most with audiences – without infringing on household privacy.

More than 70 million videos from streaming apps, channels, and smart TVs such as LG, Vizio, Univision, and Xumo have IRIS_IDs and have been analyzed by the leading AI models to create standardized data for context, emotion, and brand suitability. IRIS.TV’s data partners for this solution include 4D Advanced Contextual, Captify, GumGum, Pixability, Reticle, Sightly, Silverpush, SpotRunner, and more. All future IRIS.TV data partners will also be made available in Innovid’s measurement platform, enabling advertisers to measure the impact of those datasets on delivering campaign outcomes. The product capability will initially be made available for buyers executing from Viant Technology, Magnite Clearline, and more.

“This partnership can redefine how advertisers approach CTV and video strategy,” said Jackie Vanover, SVP, Product, Identity, & Measurement, Innovid. “By combining our robust ad serving and measurement capabilities with contextual data accessible via the IRIS_ID, we’re not just helping clients run better campaigns – we’re empowering them with the knowledge to make smarter, more relevant, and more impactful buying decisions.”

As advertisers navigate the challenges of privacy regulations and the deprecation of signals, this partnership provides a scalable, compliant alternative that prioritizes content relevance over identity-based targeting. By leveraging Innovid’s contextual measurement capabilities, advertisers can refine their FAST (free ad-supported streaming TV) strategies, making campaigns more efficient and impactful while protecting viewer information and eliminating waste.

Driving Value for the Entire Ecosystem

With Innovid’s leadership in converged TV measurement and IRIS.TV’s expertise in contextual intelligence, this partnership sets a new benchmark for the future of video advertising. Together, the companies are proving that contextual targeting is not only a viable alternative to identity-based strategies but also a more effective and sustainable one for advertisers, publishers, and the broader advertising ecosystem:

• Advertisers: Maximize the effectiveness of contextual intelligence to allocate more spend to high-performing content.
• Publishers: Monetize video inventory more effectively with contextual segments that meet advertiser demand.
• The Ecosystem: Build more trust and transparency for CTV advertising with solutions that are scalable, data-driven, and protect the privacy of viewers.

“This solution by Innovid is a game changer for the advertising industry,” said Richie Hyden, President & COO, IRIS.TV. “For the first time, advertisers can measure the impact of video-level content insights powered by the IRIS_ID, unlocking an unprecedented ability to understand and act on what drives results. This is setting a new standard for measurement and proving that contextual targeting is not just an alternative but the future of effective and privacy-first video advertising.”

About IRIS.TV

IRIS.TV, a Viant Technology company, is the only data platform built for video and CTV. We structure, connect, and activate the world’s video-level data to create better viewing experiences and advertising outcomes. Our content identifier, the IRIS_ID, enables our partners to build scalable advertising solutions for contextual and brand-suitability planning, targeting, and measurement. Learn more about the IRIS_ID and the IRIS-enabled™ ecosystem of premium publishers, data partners, and ad platforms at www.iris.tv.

About Innovid

Innovid (NYSE:CTV) is an independent software platform for the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital. Through a global infrastructure that enables cross-platform ad serving, data-driven creative, and measurement, Innovid offers its clients always-on intelligence to optimize advertising investment across channels, platforms, screens, and devices. Innovid is an independent platform that leads the market in converged TV innovation, through proprietary technology and exclusive partnerships designed to reimagine TV advertising. Headquartered in New York City, Innovid serves a global client base through offices across the Americas, Europe, and Asia Pacific. To learn more, visit https://www.innovid.com or follow us on LinkedIn or X.

View source version on businesswire.com: https://www.businesswire.com/news/home/20241218676641/en/

Media Contact: Megan Coyle – megan@innovid.com

Source: Innovid

FAQ

What does the Innovid-IRIS.TV partnership mean for CTV advertisers?

The partnership enables advertisers to measure how content genres impact campaign conversions, optimize budget allocation, and implement privacy-first targeting strategies across connected TV platforms.

How many videos are covered by Innovid's new contextual measurement capability?

Over 70 million videos from streaming apps, channels, and smart TVs including LG, Vizio, Univision, and Xumo have IRIS_IDs and are analyzed for contextual data.

What platforms will first implement Innovid's new measurement capabilities?

The new measurement capabilities will initially be available for buyers executing from Viant Technology, Magnite Clearline, and additional platforms.

How does Innovid's new contextual measurement benefit FAST streaming strategies?

It helps advertisers refine their free ad-supported streaming TV (FAST) strategies by making campaigns more efficient and impactful while protecting viewer privacy and reducing ad waste.

Which data partners are included in Innovid's IRIS.TV integration?

Data partners include 4D Advanced Contextual, Captify, GumGum, Pixability, Reticle, Sightly, Silverpush, SpotRunner, and more, with future IRIS.TV partners to be added.