Basis Technologies integrates with IRIS.TV
March 6, 2025
Basis Technologies, the advertising automation platform, has announced an integration with IRIS.TV to enable contextual targeting for programmatic advertising on connected TV (CTV).
IRIS.TV is a content data marketplace built for streaming. Through its proprietary content ID, the IRIS_ID, IRIS.TV enables the use of AI-enriched data provider segments, referred to as IRIS-enabled data, across the categories of contextual, emotional, brand suitability and more. Basis’ interoperable approach with third-party technology ensures that customers havea comprehensive toolset for programmatic advertising.
“Video is an essential element of media strategies, and advertisers want a better understanding of the contextual relevancy of video programming where they are engaging customers,” said Tyler Kelly, president, Basis Technologies. “Basis’ integration of the IRIS_ID gives marketers robust technology for real-time data-driven decisions on CTV environments.”
IRIS.TV’s content data marketplace partners use AI to analyse video content, including episodes, movies, or clips. The data informs the planning, targeting, verifying and measuring for Basis customers. This intelligence gives advertisers transparency into the context in which ads are delivered to drive engagement across premium video environments.
“Although CTV viewership has grown tremendously, fragmentation and the lack of content transparency has prevented publishers from maximising yield and marketers from capturing value at scale,” said Richie Hyden, President and COO of IRIS.TV. “With access to IRIS-enabled data, Basis customers can take action from sight, sound, and motion data to ensure truly relevant ads and a better viewing experience for consumers.”
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