Viant Enhances DSP with IRIS.TV's Advanced Targeting Technology

July 28, 2025 - 08:59

Viant has announced a significant upgrade to its Demand-Side Platform (DSP) by integrating IRIS.TV’s innovative content insights and pre-bid targeting capabilities. This integration aims to empower advertisers with the ability to optimize Connected TV (CTV) ads in real-time, leveraging contextual and emotional content performance data.

The incorporation of IRIS.TV's technology allows Viant to offer advertisers a more sophisticated approach to targeting, ensuring that ads are not only relevant but also resonate emotionally with viewers. By analyzing content context and viewer sentiment, advertisers can craft more effective campaigns that align with audience preferences and behaviors.

This move is expected to enhance the overall effectiveness of advertising strategies on Viant’s platform, providing clients with the tools necessary to navigate the evolving landscape of digital advertising. As the demand for personalized and contextually relevant advertising continues to grow, this integration positions Viant as a forward-thinking player in the competitive DSP market.