Captify Integrates with IRIS.TV to Provide Video-Level Data for Connected TV Media Buying
A new partnership that will bring contextual and search together through consumer intent data sets.
Captify, the leading Search Intelligence Platform for the open web, announced today its integration with IRIS.TV, the leading content data platform. Marketers will now be able to use Captify to target relevant, brand-suitable video inventory across thousands of IRIS-enabled™ premium publishers and billions of monthly video impressions worldwide.
This partnership will introduce Captify’s search intelligence to IRIS.TV’s contextual video ecosystem, bringing with it deterministic intent-based events directly into video and Connected TV (CTV) media buys without the need for identity or data sharing.
“We are excited to partner with IRIS.TV to bring new solutions to the Advanced TV ecosystem,” says Matthew Papa, SVP of Business and Corporate Development at Captify. “Providing optionality for marketers and media brands to activate without identity is going to be a critical component to enable data-driven solutions, as privacy and regulation become front and center for all participants.”
IRIS.TV simplifies the complexity and fragmentation of the video ecosystem across CTV and premium digital video, providing access, for the first time, to video-level data. Before IRIS.TV, contextual, and brand-safety data for videos was only available by analyzing the text on a web page and was an impossibility for CTV. Now, marketers can “think inside the video” with the transparency to confidently buy CTV and premium video inventory based on video-level contextual, brand-safety, and brand-suitability analysis, and the specific topical nature of every video. Bolstered by Captify’s consumer intent-based data, marketers will now be able to interpolate audience-based strategies into contextual activation.
“As CTV continues to accelerate, brands and agencies are looking for better ways to deliver contextually relevant ad experiences,” said Nancy Neumann Grey, VP of Business Development, Data Partners, at IRIS.TV. “By leveraging Captify’s search intelligence, buyers now have an easier way to activate and access video-level data to enhance their media buys confidently.”
Captify is the leading Search Intelligence Platform for the open web and the largest independent holder of first-party search data outside of Google, connecting the real-time searches from over 2 billion devices globally. Its Search Intelligence technology powers omnichannel programmatic advertising and real-time insights for the world’s biggest brands, such as Disney, Unilever, eBay, Mercedes-Benz, Microsoft, Nestlé, GSK, Uber, Mars, P&G, Sony, and Toyota—without reliance on third-party cookies. Captify brings brands more customers, publishers greater yield, and consumers the most relevant digital experiences.
IRIS.TV is the only data platform built for video. We provide video data connectivity to enable better viewing experiences and advertising outcomes. For CTV and online video, we structure, connect, and activate the world’s video-level data. Since 2013, we’ve enabled our partners to build scalable solutions on top of our platform for video-level contextual and brand-safe ad targeting, verification, planning, measurement, and video recommendations. For more information, visit www.iris.tv