Viant Technology Announces Acquisition of IRIS.TV

Rhea-AI Summary

Viant Technology (NASDAQ: DSP) has acquired IRIS.TV, a global content data platform specializing in CTV (Connected TV). IRIS.TV has integrated with over 1,400 video content owners and platforms, indexing more than 60 million streaming video files. The platform uses AI technology to analyze video content and enables advertisers to target and measure campaigns using contextual, emotional, and brand-suitability data. IRIS.TV will continue to operate independently under its co-founders Field Garthwaite and Richie Hyden, while the IRIS_ID system will remain available to the entire ecosystem.

Positive

• Strategic acquisition expanding Viant's CTV capabilities
• Access to IRIS.TV's extensive network of 1,400+ video content owners
• Integration with 60M+ indexed streaming video files
• Retention of IRIS.TV's leadership team ensuring operational continuity

Negative

• None.

Insights

Technology M&A Analyst

This strategic acquisition strengthens Viant's position in the CTV advertising space by integrating IRIS.TV's extensive content data platform, which covers 1,400 video content owners and 60 million streaming video files. The deal addresses a critical market need for standardized content classification in CTV advertising.

The acquisition brings significant technological synergies, combining Viant's AI-powered programmatic advertising capabilities with IRIS.TV's content-level contextual analysis platform. The decision to maintain IRIS.TV's operational independence while leveraging Viant's resources suggests a thoughtful integration strategy that preserves IRIS.TV's existing partnerships and market position.

For investors, this represents a strategic move to capture larger market share in the rapidly growing CTV advertising segment. The technology stack enhancement should improve Viant's competitive positioning against larger adtech players and potentially drive revenue growth through expanded capabilities in content targeting and brand safety solutions.

Digital Advertising Specialist

The acquisition significantly enhances Viant's value proposition in the programmatic CTV space. IRIS.TV's AI-powered content analysis capabilities enable precise contextual targeting and brand safety measures - critical features for advertisers shifting budgets to CTV platforms. The extensive publisher network and content analysis capabilities provide immediate scale and technological depth.

The deal positions Viant to capitalize on two major industry trends: the shift from traditional TV to CTV advertising and the increasing demand for contextual targeting solutions in a privacy-first advertising landscape. The commitment to maintain IRIS_ID's availability across the ecosystem suggests potential for additional revenue streams through data licensing and partnerships.

IRVINE, Calif.--(BUSINESS WIRE)-- Viant Technology Inc. (NASDAQ: DSP), a leader in AI-powered programmatic advertising, today announced it acquired IRIS.TV, a global content data platform built for CTV. Major content owners and platforms rely on IRIS to supply a consistent content signal to marketers. IRIS has integrated with over 1,400 video content owners, platforms and content management systems indexing over 60,000,000 streaming video files. This acquisition will accelerate the mission of IRIS to expand its CTV content identification at scale across premium publishers.

IRIS’s position at the intersection of CTV and the ad tech ecosystem aligns seamlessly with Viant’s vision for the future.(Graphic: Business Wire)

“The IRIS team has built an outstanding platform that addresses a huge problem in the ecosystem around standardizing content classification in CTV,” said Tim Vanderhook, CEO of Viant Technology. “We are excited to support their mission to enhance the value of premium CTV content in the bidstream. IRIS’s position at the intersection of CTV and the ad tech ecosystem aligns seamlessly with Viant’s vision for the future.”

IRIS enables major advertisers and agencies to target and measure video campaigns using content-level contextual, emotional and brand-suitability data. IRIS's technology leverages AI to analyze video content about each episode, movie or clip. The IRIS Content Data Platform and IRIS_ID was built to support a diverse set of use cases to enable CTV to reach its full potential, and Viant is committed to continue making the IRIS_ID available to the entire ecosystem. IRIS will continue to operate independently, led by co-founders Field Garthwaite and Richie Hyden.

“We are excited to join the Viant team while continuing our global CTV content identification mission,” said Field Garthwaite, co-founder and CEO of IRIS.TV. “Tim and Chris are true industry visionaries, who have withstood the test of time in an industry that is constantly evolving. Their leadership in AI, CTV, and innovation will provide us with the support we need as we continue to expand IRIS.TV’s reach.”

Viant management will be discussing the acquisition on their upcoming third quarter 2024 earnings webcast, which will be held today November 12th at 2:00 p.m. Pacific Time (5:00 p.m. Eastern Time). Interested parties may access the webcast through Viant's investor relations website at https://investors.viantinc.com.

ABOUT VIANT TECHNOLOGY

Viant Technology Inc. (NASDAQ: DSP) is a leader in AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Our omnichannel platform, built for Connected TV (CTV), allows marketers to plan, execute, and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best Demand-Side Platform by MarTech Breakthrough, recognized as a Great Place to Work®, and received the Business Intelligence Group’s Innovation Award for AI Advancements.

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.

View source version on businesswire.com: https://www.businesswire.com/news/home/20241112771393/en/

Media Contact:

Marielle Lyon

press@viantinc.com

Source: Viant Technology Inc.

FAQ

What is the purpose of Viant Technology's (DSP) acquisition of IRIS.TV?

The acquisition aims to enhance Viant's CTV capabilities and expand IRIS.TV's content identification at scale across premium publishers, addressing the need for standardized content classification in CTV.

How many video content owners and files does IRIS.TV integrate with?

IRIS.TV integrates with over 1,400 video content owners, platforms, and content management systems, indexing more than 60 million streaming video files.

Will IRIS.TV continue to operate independently after Viant's (DSP) acquisition?

Yes, IRIS.TV will continue to operate independently under the leadership of its co-founders Field Garthwaite and Richie Hyden.

What technology does IRIS.TV use for content analysis?

IRIS.TV uses AI technology to analyze video content, enabling targeting and measurement of video campaigns using content-level contextual, emotional, and brand-suitability data.