Viant Technology Integrates Wurl to Deliver Scene-Level Contextual Advertising in Connected TV
Viant Technology Inc. has officially announced a groundbreaking integration with Wurl, positioning itself as the first Demand-Side Platform (DSP) to provide scene-level contextual intelligence in Connected Television (CTV) advertising. This innovative partnership is set to revolutionize how advertisers target audiences by aligning ad messaging with real-time on-screen content, creating more relevant and engaging advertising experiences.
What This Integration Means for CTV Advertising
By combining IRIS.TV’s IRIS_ID and Wurl BrandDiscovery’s streaming signals, Viant’s DSP can now deliver hyper-contextual ads that match the emotional and visual context of scenes within streaming content. This technology ensures that ads are not only timely but also deeply connected to the viewer’s experience, driving higher engagement and better ROI for advertisers.
Enhanced Access to Premium FAST Inventory
This collaboration also introduces Open Real Time Bidding (oRTB) access to premium Free Ad-Supported Streaming TV (FAST) inventory. This enhancement significantly improves supply path optimization, giving advertisers streamlined access to high-quality, brand-safe streaming content. With this integration, advertisers can programmatically buy premium FAST inventory efficiently and at scale.
Key Benefits for Advertisers
- Scene-Level Contextual Targeting: Reach audiences based on the actual content and emotional tone of the scene.
- Access to Premium FAST Inventory: Gain programmatic access to high-quality, ad-supported streaming channels.
- Improved Supply Path Optimization: Maximize media spend efficiency through better inventory access.
- Advanced Performance Measurement: Measure the effectiveness of campaigns in real time within the Viant DSP platform.
Why Contextual Advertising in CTV Matters
With the rise of privacy regulations and the decline of third-party cookies, contextual advertising has become crucial for marketers aiming to deliver personalized ads without compromising user privacy. Scene-level contextual intelligence takes this a step further by enabling ads to seamlessly integrate with content, making them more relevant and less intrusive.
About Viant Technology and Wurl
Viant Technology is a leading DSP known for its advanced programmatic advertising solutions, while Wurl specializes in streaming video distribution and analytics. Together, they are shaping the future of CTV advertising by combining data-driven insights with cutting-edge technology.
For marketers looking to stay ahead in the fast-evolving CTV landscape, the Viant and Wurl integration offers powerful tools to enhance targeting precision, optimize ad spend, and boost campaign performance.
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