Viant Technology Unveils IRIS-Enabled™ Content Report and Pre-Bid Targeting to Revolutionize CTV Advertising
Published on MarketingVogue.com
Viant Technology Inc. has introduced groundbreaking advancements within its Demand-Side Platform (DSP) — the IRIS-enabled™ Content Report and Pre-Bid Targeting features. Designed to elevate Connected TV (CTV) advertising, these tools provide advertisers with real-time, data-driven insights to optimize campaign performance and improve audience engagement.
What is IRIS-Enabled™ Content Reporting?
The new IRIS-enabled™ Content Report offers a powerful way for advertisers to gain real-time visibility into ad performance across a wide range of content categories. By delivering instant comparisons of key performance indicators (KPIs), advertisers can measure the contextual and emotional relevance of their ads, enabling smarter, data-backed campaign decisions.
Enhancing Campaign Precision with Pre-Bid Targeting
Viant’s Pre-Bid Targeting feature allows advertisers to leverage high-performing content categories as precise video-level targeting criteria before bidding on inventory. This ensures that ads reach the most receptive audience segments, boosting overall campaign effectiveness and return on investment (ROI).
Leveraging Viant’s Identity Graph and Household ID
A core strength of Viant’s platform is its robust identity graph and Household ID technology. This infrastructure empowers advertisers to align messaging with the right audience at critical moments in the customer journey. By combining identity data with contextual targeting, Viant offers a holistic approach to CTV advertising that maximizes impact.
Why This Matters for Advertisers
CTV advertising is rapidly evolving, and the ability to understand how ads perform in real-time across different content contexts is essential. Viant’s IRIS-enabled™ reporting and pre-bid targeting features provide marketers with:
- Real-time insights into ad engagement by content category
- Data-driven optimization for contextual and emotional relevance
- Enhanced targeting with video-level precision
- Audience alignment via identity graph and household-level data
By harnessing these capabilities, advertisers can create more relevant, impactful campaigns that resonate with viewers and drive better business outcomes.
