Samba TV and IRIS.TV team up for context-based advertising integration
In a significant step towards delivering new and more scientific approaches to advertising, Samba TV and IRIS.TV have announced a partnership. This collaboration aims to offer more accurate and comprehensive cross-platform measurement solutions.
Samba TV, a pioneer in next-generation measurement of reach, frequency, and business-based outcomes, will be collaborating with IRIS.TV to utilize Samba AI. This advanced technology will analyze video catalogs from digital media and CTV publishers indexed with the IRIS_ID, a universal content identifier that allows publishers to securely share granular video-level data with advertisers.
The IRIS_ID is found on more than 55 million videos on thousands of websites and streaming apps. With access to millions of hours of streaming content, Samba AI will offer advertisers insights into video content.
IRIS.TV's co-founder and CEO, Field Garthwaite, states that the integration of Samba AI strengthens the rich contextual intelligence on every IRIS_ID. This will enable more granular contextual targeting, including topics, genres, logos, actors, sentiment, and brand safety.
For advertisers, this partnership means they can target over 500 billion monthly ad requests through their preferred platforms using IRIS.TV. Video-level contextual targeting with IRIS.TV enhances upper- and lower-funnel marketing performance, particularly for linear TV advertisers extending into CTV.
Samba TV's co-founder and CEO, Ashwin Navin, states that the partnership with IRIS.TV represents convergence, reconnecting context and audiences for measurable gains for marketers. He further emphasizes that this collaboration embodies Samba TV's commitment to delivering new and more scientific approaches to advertising without compromising on privacy principles.
The combination of Samba AI and IRIS_TV provides privacy-forward contextual targeting solutions. More information about the collaboration is available on the Samba TV and IRIS.TV websites.
This partnership is a significant step in the advertising industry, offering advertisers more accurate and comprehensive cross-platform measurement, and strengthening the rich contextual intelligence on every video.
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