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MediaMath becomes first DSP to use the IRIS_ID for pre-bid contextual targeting

Video data platform IRIS.TV has announced MediaMath as the first demand-side platform (DSP) to utilise the IRIS_ID to unlock video-level contextual and brand-safe targeting on Connected TV (CTV) and online video (OLV) platforms.

The IRIS_ID, a global unique identifier for each individual video across all screens, enables contextual intelligence providers such as ComScore to offer buy-side contextual segmentation and targeting via pre-bid integration with MediaMath’s DSP.

Once the IRIS_ID is assigned, it is passed into the bidstream and received by MediaMath which passes it along to its pre-bid contextual and brand-safety partners. Those partners in turn decipher the videos’ contextual categories and/or brand-safety scores for segmentation and targeting purposes at a video-level.

Sean Holzman, Head of Ad Platform Strategy at IRIS.TV, said: “MediaMath has always been a leader and innovator of advertising technology solutions and we’re thrilled to partner with them to help the industry take this next big step. By enabling contextual intelligence companies like Comscore to provide video-level analysis, we’re providing media buyers with an unprecedented level of transparency and insight into CTV inventory.”

MediaMath customers can now target ad campaigns at an individual video level, leveraging the additional transparency that the IRIS_ID provides to ensure brand-safety compliance for CTV and OLV campaigns.

Anudit Vikram, Chief Product Officer, MediaMath, said: “As viewers increasingly consume news and content via CTV, brands are looking for superior performance and higher ROI in that channel as well. MediaMath’s redesigned SOURCE infrastructure is leading the industry toward complete transparency of the CTV supply chain, providing advertisers confidence in their ad performance and full visibility into their spend.”

COVID-19 has accelerated CTV viewing but as advertisers endeavor to reach these new audiences, concerns over transparency, brand suitability, and brand safety have emerged. At the same time, advertisers have been looking for more effective ways to target these audiences in a post-cookie world, especially outside of the walled gardens.

Rachel Gantz, General Manager, Activation Solutions, Comscore, said: “As advertiser demand for connected TV inventory continues to skyrocket, marketers are seeking privacy-focused, brand-safe data solutions that help ensure programmatic campaign delivery is in line with brand expectations. Comscore is excited to work with IRIS.TV and MediaMath to expand the availability of contextual targeting solutions in the pre-bid open exchange programmatic landscape for advertisers.”