Equativ Integrates IRIS.TV Video Data and ID Solution

Independent ad platform Equativ has announced a partnership with video data platform IRIS.TV, integrating the latter's smart content identifier the IRIS_ID into a new marketplace for online video and CTV advertising.

Equativ prides itself on a 'brand and privacy-safe' approach to maximising ad impact while respecting the rights of consumers. The firm has more than 550 employees in sixteen offices, with headquarters in Paris and New York.

IRIS.TV was founded in 2013 by CEO Field Garthwaite and COO Richie Hyden, and helps media companies use machine learning and video data to build video businesses online - including connecting their video data with third-party verification partners and the ad and marketing technology ecosystem. The VC-funded firm uses a content identifier, the IRIS_ID, to help partners build scalable advertising solutions for contextual and brand-suitability planning, targeting and measurement.

The deal marks IRIS.TV's first full-stack partnership, enabling the use of granular video-level data across Equativ's advanced ad server supply- and demand-side platforms. Equativ says the IRIS_ID 'makes it easy to efficiently fuel relevant advertising by harnessing detailed insights about on-screen digital content', and says it will integrate the smart identifier into a new marketplace giving advertisers access to publishers' brand-suitable, contextual ad targeting for online video and connected TV (CTV) inventory.

Sean Holzman, EVP Ad Platforms and Agencies at IRIS.TV, says the IRIS_ID solves the 'major challenge' of accessing content data at the video level, 'for many contextual intelligence solutions looking to enter the video and CTV arena'. He adds: 'By integrating the IRIS_ID with Equativ, we look forward to providing advanced ad decisioning capabilities that are unique in the marketplace'. James Grant, SVP and Head of Agency & Enterprise CTV Partnerships at Equativ comments: 'The exploding popularity of FAST platforms means there is a growing need for technologies that help supply and demand side players connect and trade efficiently. We are committed to constantly honing and extending our CTV capabilities, developing contextual and curation tools that fuel greater yield without relying on cookies, and moving to become an ID-agnostic platform. Working with IRIS.TV to access content signals via the IRIS_ID is the next phase of that progression, which will bring a rich new avenue of data to make ads even more impactful'.

Web sites: www.equativ.com and www.iris.tv .