IRIS.TV Integrates SpringServe Into Its Contextual Video Marketplace to Activate Context and Brand-Safety Data
With this integration, SpringServe, the leading independent video ad serving platform, will activate contextual segments from the industry’s leading data verification providers allowing marketers to target brand-safe and brand-suitable video inventory across all devices
IRIS.TV, a video intelligence platform for broadcasters and publishers, announced the integration of SpringServe into the IRIS.TV Contextual Video Marketplace. With this integration, SpringServe, the leading independent video ad serving platform, will activate contextual segments from the industry’s leading data verification providers allowing marketers to target brand-safe and brand-suitable video inventory across all devices.
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With the retirement of third-party cookies for audience targeting and the increased uncertainty resulting from consumer privacy regulations, the ability to target advertising to contextually relevant video on the open internet has never been more important.
In 2019, IRIS.TV launched its contextual video marketplace, a data pipeline that simplifies the complexity of the video ecosystem across CTV, web and mobile video. The marketplace has simplified thousands of integration points into a single ecosystem bringing together publishers, contextual data partners, ad servers and SSPs into a marketplace that enables publishers’ video content to be analyzed and categorized into industry-accepted brand-safety and brand-suitable segments that can be purchased by any DSP through private marketplace deals.
SpringServe ensures that its clients’ ad calls can accept any segments from contextual data partners running on participating publishers. The growing list of marketplace data providers includes Oracle Data Cloud, Comscore, and Spectrum Media Services. SpringServe will enable SSPs to accept and target the respective segments.
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“Over the last several months we’ve been building a coalition of the world’s leaders in data and advertising technology to address the challenges facing both brands and media companies in the age of transparency and privacy, said Field Garthwaite, CEO & Co-Founder of IRIS.TV. “Video is uniquely challenging and when it comes to verifying brand-suitability. We are thrilled to have a partner like SpringServe to activate that data through the programmatic ecosystem and make contextual video targeting at large scale possible.”
“This partnership will provide our stellar lineup of CTV clients access to unique demand aligned specifically to their content, bringing more linear-like functionality into this space,” said Josh Cohen, General Manager, SpringServe.