Viant Technology Inc., has launched a major enhancement to its DSP with the IRIS-enabled™ Content Report and Pre-Bid CTV Targeting. This move strengthens CTV targeting by offering unified measurement and targeting tools in one seamless platform.
Available only in the Viant DSP, the IRIS-enabled Content Report delivers real-time insights. It shows how ads perform across various contextual and emotional content types. Marketers now get immediate visibility into key metrics like conversions and video-completion rates. This helps pinpoint which placements and categories deliver top results.
For the first time, advertisers can compare KPIs instantly and make live optimizations. This removes guesswork and improves media effectiveness while campaigns are still running.
Moreover, using Pre-Bid Targeting alongside the IRIS report lets marketers take immediate action. High-performing content categories can be applied as video-level targets. This enhances campaign precision and relevance across CTV platforms.
The integration also leverages Viant’s Household ID and identity graph. These tools ensure ads reach the right viewer at the most impactful moment in the customer journey. Together, they deliver smarter CTV targeting and higher engagement.
“IRIS.TV is crucial to our CTV strategy,” said Tim Vanderhook, Co-Founder and CEO of Viant. “This integration boosts transparency and targeting precision while increasing ad performance.”
Research confirms that contextual targeting improves viewer engagement. Viewers are four times more likely to ignore ads that don’t match the content they’re watching. Meanwhile, IRIS-enabled CTV targeting keeps audiences attentive and drives better outcomes.
Recent studies by Upwave highlight this impact. Campaigns using IRIS data delivered 2x higher awareness, 3x greater ad recall, and 5x stronger favorability. These numbers outperform standard CTV benchmarks, showcasing the power of context-based ad alignment.
Field Garthwaite, CEO of IRIS.TV, added, “This launch pushes contextual targeting forward. By pairing IRIS insights with Viant’s CTV leadership, we’re helping marketers drive real-world results.”
Performance data for the new IRIS-enabled features is accessible for ads shown on CTV content tagged with IRIS_ID, the proprietary identifier from IRIS.TV. Over 75 million streaming videos have IRIS_IDs. This gives marketers access to diverse content categories from top data partners, including 4D, Captify, GumGum, KERV.ai, Mobian, Pixability, Reticle, Sightly, Silverpush, SpotRunner, and more.
With this release, Viant solidifies its position in CTV targeting, giving advertisers a smarter way to optimize streaming campaigns through data-driven insights and pre-bid precision.
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News Source: Businesswire.com
