USIM, a leader in forward-focused media solutions, has announced a new partnership with IRIS.TV, the leading content data marketplace for streaming media. This collaboration integrates IRIS_ID, a content identifier that enhances creative and media impact in Connected TV (CTV) campaigns, offering greater precision and engagement. Through this partnership, USIM's Programmatic Division, Quantum11, will help brands connect with audiences in more impactful and measurable ways.

Targeting Precision in the Fragmented CTV Landscape

With CTV becoming an increasingly fragmented landscape, reaching the right audience at the right time has become more challenging. The collaboration with IRIS.TV leverages advanced video-level data analysis to deliver actionable insights and full-funnel performance, transforming data into powerful targeting strategies that drive Return on Ad Spend (ROAS).

Key Benefits for Advertisers:

• Advanced Video-Level AI Analysis: Enhanced contextual and emotional targeting
• Greater Transparency: Increased visibility into CTV media quality
• Precision Targeting: Reach the right audience at optimal moments
• Brand Safety: Ensure alignment with advertiser values

How IRIS.TV Powers USIM’s CTV Campaigns

The partnership gives USIM access to over 70 million videos from streaming apps and smart TVs like LG, Vizio, Univision, and Xumo, which have IRIS_IDs for standardized data related to context, emotion, and brand suitability. Through AI models, these videos are analyzed to provide insights that help programmatic media teams target ads with precision.

Statements from Leadership

Dan Bealey, VP of Programmatic Media and Advanced TV at USIM, emphasized the significance of the partnership:
"By leveraging IRIS.TV, USIM’s programmatic team can accurately target advertisements within emotionally aligned television content, ensuring our clients’ messages resonate deeply with consumers at the moment they are most engaged."

Melissa Sierra, EVP of Media Integration at USIM, further added:
"Our partnership with IRIS.TV is an enhanced offering for our clients looking to evolve how modern CTV media placement and creative are infused today."

IRIS.TV’s Impact on Consumer Intent and Reach

Field Garthwaite, CEO of IRIS.TV, stated,
"USIM's dedication to leveraging IRIS-enabled™ data has been an important signal to the market and is accelerating adoption of the IRIS_ID, making it possible for advertisers to reach consumers when they are most likely to watch, remember, and convert."

The Future of CTV Campaign Effectiveness

This partnership enables advertisers to tap into consumer intent in streaming media, offering unparalleled targeting precision, enhanced ROI, and measurable campaign outcomes. With IRIS.TV’s video-level data and USIM’s programmatic expertise, the collaboration aims to optimize CTV investments in today’s complex media environment.

By unlocking the power of AI-driven insights and emotional alignment, this partnership ensures that every impression counts, delivering efficiency and effectiveness at scale.