Equativ Partners with IRIS.TV for Enhanced Contextual Ad Targeting
The world’s top independent ad platform, Equativ, has officially partnered with IRIS.TV, the only data platform designed specifically for organizing, connecting, and enabling video-level data. Through the collaboration, a new marketplace will be able to provide brand-appropriate, contextual ad targeting for online video and CTV advertising using IRIS_ID’s smart content identifier, IRIS.TV. Equativ takes pride in its brand- and privacy-safe approach to optimizing ad impact while upholding customer rights. Media buyers will be able to use publisher-declared content, AI-assisted contextual targeting, and metadata. It will guarantee that advertisements are shown next to the content that is most appropriate for their audience and brand,
What is IRIS_ID?
For video-level data, IRIS_ID is a global content identifier. Outside of fenced landscapes, it is utilized by the IRIS.TV Contextual Video Marketplace to enable marketers to target the topic of video across any screen in real-time and at scale. An IRIS_ID is given to a video when it is ingested into the IRIS.TV Contextual Video Marketplace. After that, this identifier is sent to several data partners via the bid stream, where they utilize it to evaluate the video content and supply contextual information. Buyers use this information to assess whether inventory is appropriate for a particular campaign. IRIS_ID is a useful tool for publishers as well as marketers. It benefits publishers by acquiring more revenue from their video content and enables marketers to reach their target audiences with relevant ads.
Premier Full-Stack Integration for contextual targeting
It is IRIS.TV’s first full-stack partnership. Equativ’s advanced ad server, supply-side, and demand-side platforms (SSP and DSP) can now use granular video-level data thanks to the partnership with IRIS.TV. Equativ will establish a new marketplace through direct integration where publishers will have easier access to demand from media buyers and be able to easily integrate the IRIS_ID to provide contextual ad targeting that is appropriate for brands for online video and connected TV (CTV) inventory. By leveraging comprehensive insights about on-screen digital content, the smart content identifier facilitates secure data sharing and makes it simple to effectively drive relevant advertising.
Benefits of the partnership
- Simplified and safe revenue generation- The IRIS_ID gives publishers a shared data signal that they can use to boost CTV and video ad revenue while keeping strict control over their priceless assets.
- Smart contextual targeting- Ads are positioned next to content that is most appropriate for their audience and brand when media buyers use AI-assisted contextual targeting, which is twice as effective as demo and publisher-declared content metadata.
- Scalable deal configuration- This refers to the flexible ability to optimize and arrange multi-publisher deals in the manner that buyers desire. This is all while creating distinct deal IDs that are easily obtainable by any DSP of their choosing.
- Strict guidelines- Data management procedures adhere to the same standards as large display advertising. These include brand suitability segments created in accordance with the Global Alliance for Responsible Media (GARM) framework. Furthermore, it ensures compliance with the Video Privacy Protection Act (VPPA).
Read More: Equativ Partners with Utiq for Ethical Programmatic Marketing Practices
Privacy-by-design solution for publishers
The privacy-by-design solution offered by IRIS.TV enables publishers to safely share video-level insights with advertisers. It assigns an IRIS_ID—a universal content identifier—to each video after seamlessly ingesting and normalizing all of the metadata for that video. Data partners have access to this IRIS_ID. These include Pixability, Oracle Advertising, and GumGum’s Verity for advanced enrichment and segmentation that is enabled by AI frame-to-frame analysis. Publishers can pass the IRIS_ID into the bid stream through Equativ’s platform. It will allow flexible programmatic transactions via direct, private marketplace (PMP), and pre-bid deals.
Deprecation of third-party cookies
This collaboration occurs at a time when persistent changes in data access and usage are shaking up conventional methods of digital media buying and monetization. The impending removal of third-party cookies in 2024, along with growing data privacy regulations, is making more contextual-based solutions necessary. Contextual approaches that can provide consumers with more engaging and privacy-compliant ads are becoming more and more popular. Brands, agencies, and advertisers are realizing how important it is to investigate alternative data sources. This is especially true in the rapidly expanding CTV space.
Here’s what they said
Sean Holzman, EVP, Ad Platforms and Agencies at IRIS.TV commented,
Accessing content data at the video level has been a major challenge for many contextual intelligence solutions looking to enter the video and CTV arena. The IRIS_ID is engineered around solving this issue and supporting an open ecosystem where video owners, distributors, and advertisers can tap detailed video-level data to deliver the right ads in the moments that matter. By integrating the IRIS_ID with Equativ, we look forward to providing advanced ad decisioning capabilities that are unique in the marketplace. This integration will also enable players across the industry to access and connect to high-value and privacy-centric data. This access will help them achieve deeper audience understanding and, ultimately, provide a better user experience.
James Grant, SVP and Head of Agency & Enterprise CTV Partnerships at Equativ added,
Maintaining addressability is essential to not only accelerate growth in the CTV space but also help protect its future viability. While subscriptions are becoming an important element of monetization strategies, 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.
Read More: Equativ Incorporates NinaData for Enhanced Contextual Targeting
Havas, Mirakl Collaborate to Enhance Retail and E-commerce Media
Havas Group and SaaS company Mirakl have announced a global agreement in order to boost its retail and e-commerce media. Through platform innovation, Mirakl, a pioneering and top SaaS solution, helps organizations turn into digital enterprises. One of the biggest international communication networks in the world is Havas. Through the cooperation, clients of Havas Group will be able to use Mirakl’s services to market their goods on marketplaces run by Mirakl. Additionally, it presents the SaaS platform as a valuable ally in helping Havas customers establish and expand their marketplace.
Utilizing Mirakl’s distinctive AI-powered advertising technology tailored for marketplaces and e-commerce, the partnership will produce the most potent standalone retail media network for brands and merchants. Additionally, it will make use of the partnerships and clients of both organizations. With this collaborative offering, Mirakl will enable companies and brands to use its software to manage their dropship and third-party marketplace operations.
Building a retail media network
Retail media, according to Mirakl, enables businesses to make money off 97% of website visitors who don’t make purchases. By 2027, it will have opened up a brand-new market with a potential worth of over $160 billion worldwide. Retail media are advertisements displayed on both physical and digital platforms at the point of sale or at the point of preference between two brands. The international cooperation equips Mirakl and Havas clients with the resources they need to capitalize on retail media opportunities and seize this highly lucrative potential. It combines Havas Market, a full-service e-commerce platform, with the prestigious technology suite of solutions from Mirakl.
Retailers will be able to effortlessly monetize their consumers thanks to the new platform, which is brand-neutral. Without exposing their data, it will enable marketers to maximize the money they spend on digital advertising on e-commerce platforms. More than 400 businesses worldwide will have a choice of Mirakl Ads in all formats thanks to the new solution’s direct integration into the Mirakl suite. This will contain sponsored search banners that have been created to give users interesting, improved experiences.
Read More: Havas Invests in Uncommon Studios in A Bold Pledge to Creativity
Customers turn to digital
Through Mirakl Connect, Havas Market-sponsored brands will have direct, seamless access to the 400+ Mirakl markets. The tools and adaptable onboarding solutions created by Mirakl Connect will make it simple for these firms to manage and advance their e-commerce strategy across a number of Mirakl-powered marketplaces. Through a combined offer, Mirakl will be Havas’ preferred partner in assisting with the creation and expansion of marketplaces across its network of clients.
Retailers will be able to monetize their audiences with Mirakl Ads, the ad solution in the Mirakl suite. Furthermore, brands will be able to maximize their digital expenditures on e-commerce websites. The only marketplace-ready ad solution that is specifically designed for e-commerce is Mirakl Ads. With 200+ clients, it combines distinctive AI-powered technology with a strong global network of completely integrated buyers and sellers. It accounts for roughly 1.3 billion monthly visitors.
Here’s what they said
Yannick Bolloré, Chairman and CEO of Havas shared,
With Havas Market we’re committed to taking a holistic, customer-centric view of our clients’ businesses to find the best solutions to create meaningful shopping experiences for consumers and drive incremental revenue for brands across all sales channels. Enabling our clients’ retail transformation requires partnering with the leading providers in the industry, and with Mirakl we’re building a truly synergistic offering that will deliver growth for both our clients and our organizations.
Philippe Corrot, co-CEO & cofounder of Mirakl added,
B2B and B2C companies have no other choice but to further digitize their activities. Platform models such as marketplaces and dropship as well as Retail Media are among the strongest levers to generate new sources of growth and profitability. By joining forces with Havas, we will together accelerate the adoption of the platform models at a global scale for the benefits of Consumers, Operators and Third-party sellers. The strength of the network and the expertise of Havas and Mirakl combined will create a global leader in Retail Media extending the value creation for our common customers.
Read More: Red Havas ME Launches Influencer Marketing Initiative “SWAY”
