Samba TV and IRIS.TV Join Forces for Context-Aware Advertising Delivery
In a groundbreaking move, Samba TV and IRIS.TV have joined forces to bring AI to contextual advertising and measurement. This partnership aims to provide advertisers with more accurate measurement across platforms, while also giving publishers new ways to monetize their content.
The collaboration leverages the extensive video catalogs from major digital media and connected TV (CTV) publishers, indexed with the universal content identifier, the IRIS_ID. This identifier allows publishers to share granular video-level data with advertisers, enabling video-level contextual targeting that improves upper- and lower-funnel marketing performance, particularly for linear TV advertisers extending into CTV.
Samba TV co-founder and CEO, Ashwin Navin, stated that this partnership with IRIS.TV represents convergence, reconnecting context and audiences for measurable gains for marketers. On the other hand, IRIS.TV co-founder and CEO, Field Garthwaite, expressed that the integration of Samba AI provides deeper insights and targeting capabilities.
The partnership will utilize Samba AI to analyze video catalogs indexed with the IRIS_ID. Samba AI offers advertisers insights into video content, including topics, genres, logos, actors, sentiment, and brand safety. Advertisers can target over 55 million videos on thousands of websites and streaming apps with these detailed insights, reaching an impressive 500 billion monthly ad requests through their preferred platforms with IRIS.TV.
The collaboration embodies a commitment to delivering new and more scientific approaches to advertising without compromising on privacy principles. The combination provides privacy-forward contextual targeting solutions and next-generation measurement of reach, frequency, and business-based outcomes.
For more information about this exciting partnership, please visit the respective websites of Samba TV and IRIS.TV. The search results do not provide information about the specific individuals who initiated the collaboration between the two companies.
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