Dentsu Launches Contextual Ad Solution for CTV

Dentsu has launched a cookieless solution called Contextual Intelligence for Connected Television (CI for CTV), allowing advertisers to understand where their ads are being placed within CTV inventory, and offering keyword targeting at the video level.

Powered by contextual ad intelligence platform GumGum and enabled by video data platform IRIS.TV, CI for CTV is designed to help brands to curate, activate and refine ads across billions of IRIS-enabled ad-supported CTV or OTT video impressions, with real-time filtering by contextual category and keyword. The solution is integrated with all major DSPs and new videos are discovered and automatically refreshed daily, becoming active in DSPs within 48 hours.

Through IRIS.TV's universal content identifier IRIS_ID, the platform can analyse video content to drive contextual CTV campaigns; and with an understanding of the actual content the solution matches content to advertiser objectives. GumGum CEO Phil Schraeder described the launch as a 'first-of-its-kind', video-level solution to ensure advertisers have transparency into where their video ads are being placed.

CI for CTV can be utilised across Dentsu's three media agencies: Carat, dentsu X and iProspect. Akash Jairath (pictured), Chief Product Officer for dentsu Media US, comments: 'CTV is highly sought after inventory, so we've taken it upon ourselves to work across our partner supply chain to increase targeting granularity and ensure ads are being placed in safe and relevant contextual environments. We encourage other CTV publishers to join us in this effort'.

Web sites: www.dentsu.com , www.gumgum.com and www.iris.tv .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.