Samba TV, a leader in audience data and omnichannel measurement, has joined forces with content data platform IRIS.TV to revolutionize contextual advertising and measurement. This collaboration utilizes Samba AI’s advanced capabilities to analyze extensive video catalogs from prominent digital media and connected TV (CTV) publishers.
Harnessing AI for Enhanced Targeting
The partnership utilizes the IRIS_ID, a universal content identifier, allowing publishers to securely share detailed video-level data with advertisers. This combination enhances privacy-forward contextual targeting solutions and offers next-generation measurement of reach, frequency, and business-based outcomes.
Field Garthwaite, co-founder and CEO of IRIS.TV emphasized the significance of the integration. “The integration of Samba AI strengthens the rich contextual intelligence on every IRIS_ID, providing advertisers with deeper insights and targeting capabilities while giving our publishing partners new ways to monetize their content.”
Broad Access to Content for Advertisers
IRIS_IDs are prevalent across over 55 million videos on thousands of websites and streaming apps. With access to millions of hours of streaming content, Samba AI provides advertisers insights into video content, facilitating more granular contextual targeting based on topics, genres, logos, actors, sentiment, and brand safety.
Advertisers can now target over 500 billion monthly ad requests through their preferred ad platforms, significantly improving marketing performance for linear TV advertisers and extending their reach into CTV.
A Convergence of Context and Audience
Ashwin Navin, co-founder and CEO of Samba TV, described the partnership as a solution to the longstanding conflict between context and audience. “This partnership with IRIS.TV represents convergence, reconnecting context and audiences to achieve measurable gains for marketers,” he stated. The collaboration aims to expand contextual advertising attributes while ensuring accurate and comprehensive cross-platform measurement.
This innovative alliance underscores the commitment of both companies to delivering scientific advertising approaches that respect privacy principles.
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