Dentsu today announced a new solution called Contextual Intelligence (CI) for Connected Television (CTV). Powered by GumGum Verity™'s contextual solution and enabled by IRIS.TV, this is the latest evolution of dentsu’s Contextual Intelligence offering and is an extension of the CI for Web Display product launched in 2022. The first-to-market, cookieless solution gives advertisers a deeper understanding of where their ads are being placed within CTV inventory, offering precise keyword targeting at the video level. The benefit for advertisers is more strategic ad-content alignment to boost ROI and outcomes.
CI for CTV brings brands the opportunity to curate, activate and refine ads across billions of IRIS-enabled™ ad-supported CTV or OTT video impressions with real-time filtering by contextual category, keyword, and brand safety. The solution is integrated with all major DSPs as a targetable list of IDs and can seamlessly fine-tune video targeting lists and update segments based on DSP-reported performance. New videos are discovered and automatically refreshed daily, becoming active in DSPs within 48 hours.
Dentsu and GumGum have partnered to develop CI for CTV, which can now be utilized across dentsu’s three media agencies, Carat, dentsu X and iProspect. Leveraging IRIS.TV's universal content identifier, the IRIS_ID, allows the platform to analyze video content to drive contextual CTV campaigns in an exciting new way. Bringing depth of understanding from the actual content and going well beyond categories and metadata, the solution matches content to advertiser objectives with precision, connecting the dots across media owners, SSPs, DSPs, and media buyers.
"It’s our job to make sure that our clients are receiving the latest technology to drive media efficiency. That means constantly innovating, to ensure we seamlessly work with our partners to deliver effective and successful advertising campaigns,” said Akash Jairath, Chief Product Officer for dentsu Media US. “CTV is highly sought after inventory, so we’ve taken it upon ourselves to work across our partner supply chain to increase targeting granularity and ensure ads are being placed in safe and relevant context environments. We encourage other CTV publishers to join us in this effort.”
"We applaud dentsu for quickly taking action to build a first-of-its-kind video-level solution to ensure advertisers have transparency into where their video ads are being placed,” said GumGum CEO Phil Schraeder. “We are excited for brands to see the difference content-level insights can provide, especially in video environments, where alignment with the right part of a video can drive high attention and brand awareness, without limiting scale.”
"With dentsu’s commitment to innovation leading the charge, we can build a network of partners that sets the standard for how the video advertising ecosystem should work,” said Field Garthwaite, CEO and Co-founder at IRIS.TV. “Videos with universal content identifiers that allow for true contextual analysis at the video level to be actionable at scale, will give advertisers increased transparency into where their ads are being placed and confidence to invest in CTV.”
Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centered approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society. www.dentsu.com
GumGum is a contextual-first, global digital advertising platform that captures people’s attention, without the use of personal data. We believe that an advertising ecosystem based on understanding a consumer’s active frame of mind rather than behavior builds a more equitable and safer future for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide. For more information, please visit www.gumgum.com.
IRIS.TV is the only data platform built for video and CTV. We structure, connect, and activate the world’s video-level data to create better viewing experiences and advertising outcomes. Our content identifier, the IRIS_ID, enables our partners to build scalable advertising solutions for contextual and brand-suitability planning, targeting, and measurement. Learn more about the IRIS_ID and the IRIS-enabled™ ecosystem of premium publishers, data partners, and ad platforms at www.iris.tv.