Viant Technology Inc., a leader in AI-driven programmatic advertising, has announced the acquisition of IRIS.TV, a global content data platform built specifically for Connected TV (CTV). The acquisition aims to expand IRIS’s CTV content identification capabilities, providing a unified content signal for marketers and enhancing the value of premium CTV content.

Key Highlights of the Acquisition

• Expansion of CTV Content Identification
  With over 1,400 integrations with video content owners, platforms, and content management systems, IRIS indexes over 60 million streaming video files, offering enhanced content classification for CTV. This acquisition will help Viant accelerate its efforts to scale content identification across premium publishers.

• AI-Powered Content Data Platform
  IRIS’s AI technology analyzes video content, offering insights on contextual, emotional, and brand suitability. This enables advertisers to target and measure campaigns more effectively, ensuring more accurate and meaningful content placements in CTV advertising.

• Seamless Integration with Viant’s Ecosystem
  IRIS’s technology sits at the intersection of CTV and the ad tech ecosystem, aligning perfectly with Viant’s vision for the future. The acquisition will enhance Viant’s ability to serve advertisers with more refined data, improving the monetization of CTV content in the bidstream.

• Commitment to Continued Innovation
  IRIS will operate independently under the leadership of co-founders Field Garthwaite and Richie Hyden. The platform will continue to provide its services across the entire ecosystem, with Viant’s backing to drive further growth and innovation in the CTV space.

Statements from Leadership

• Tim Vanderhook, CEO of Viant Technology:
  “We are excited to support IRIS’s mission and enhance the value of CTV content in the ad tech ecosystem. IRIS’s innovative platform addresses a major gap in content classification for CTV, and we’re thrilled to integrate their capabilities into our platform.”

• Field Garthwaite, Co-founder and CEO of IRIS.TV:
  “Joining Viant Technology will allow us to accelerate our global CTV content identification efforts. Viant’s leadership in AI and CTV innovation will provide us with the resources we need to expand our reach and continue supporting the industry.”

Viant’s acquisition of IRIS.TV is set to transform the landscape of CTV advertising, providing marketers with more precise targeting and measurement tools. The integration of IRIS’s AI-powered content data platform into Viant’s offerings will drive innovation and expand the potential of CTV advertising for premium content owners and marketers alike.