Viant Technology has unveiled a major enhancement to its demand-side platform (DSP), integrating IRIS-enabled™ Content Reports and Pre-Bid Targeting to bring real-time contextual intelligence and actionable targeting to Connected TV (CTV) advertisers.

This exclusive update allows advertisers using the Viant DSP to see precisely how ads are performing across a range of content environments—classified by both emotional and contextual data—while campaigns are still live. Armed with performance insights such as video-completion and conversion rates across various content categories, advertisers can now optimize with clarity instead of guesswork.

What sets this upgrade apart is the ability to immediately apply those insights via Pre-Bid Targeting. If, for example, action thrillers or inspirational documentaries drive higher engagement, advertisers can dynamically retarget content in those exact categories at the video level—without leaving the Viant DSP.

"This integration with IRIS.TV is a foundational piece of our CTV offering," said Tim Vanderhook, Co-Founder and CEO of Viant. "By embedding IRIS-enabled data into both measurement and activation, we’re reducing friction and driving better results for advertisers."

The IRIS-enabled Content Report is powered by IRIS.TV’s proprietary IRIS_ID system, already integrated into more than 75 million videos from top streaming platforms. This allows Viant advertisers to tap into a broad taxonomy of content categories from data partners such as GumGum, KERV.ai, Pixability, Silverpush, and others.

Performance benefits are already clear. According to Upwave data, IRIS-enabled CTV campaigns delivered a 2x boost in brand awareness, a 3x increase in ad recall, and an impressive 5x lift in favorability versus traditional CTV benchmarks.

"Contextual targeting is evolving fast in streaming," added Field Garthwaite, CEO of IRIS.TV. "Our partnership with Viant makes that evolution instantly actionable—translating viewer attention into measurable outcomes."

For advertisers seeking more precision and agility in the crowded CTV space, Viant’s IRIS-enabled offering presents a compelling new toolkit—one that aligns context, audience, and performance in real time.

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