IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.
CTV is the hottest growth channel in ad tech, but there’s still plenty of untapped programmatic opportunity.
That’s why Viant acquired CTV data platform IRIS.TV. The deal was announced during Viant’s Q3 earnings call on Tuesday. Viant did not disclose the terms of the deal. (Ad Exchanger)