Latest news with #IRIS_ID
Yahoo
06-03-2025
- Business
- Yahoo
Basis Technologies Integrates with IRIS.TV for Contextual Targeting on Programmatic CTV Advertising
Basis Connects Advertisers with Premium CTV Data Through Content ID, the IRIS_ID Tyler Kelly, president, Basis Technologies Richie Hyden, President and COO of CHICAGO, March 06, 2025 (GLOBE NEWSWIRE) -- Basis Technologies ( today announced an integration with to enable contextual targeting for programmatic advertising on connected TV (CTV). Basis Technologies is the industry's leading advertising automation platform. is the leading content data marketplace built for streaming. Through its proprietary content ID, the IRIS_ID, enables the use of AI-enriched data provider segments, referred to as IRIS-enabled™ data, across the categories of contextual, emotional, brand suitability and more. Basis' interoperable approach with third-party technology ensures that customers have the most comprehensive toolset in programmatic advertising. Advertisers want capabilities to target ads based on the nature and type of video content. This data is available for linear TV channels, but is not readily available for CTV. Video publishers that have this data need technology to pass the information to programmatic ad platforms so that marketers can activate at scale. Through Basis' connection to the IRIS_ID, advertisers can target campaigns based on specific types of content to which an ad runs adjacent. 'Video is an essential element of media strategies, and advertisers want a better understanding of the contextual relevancy of video programming where they are engaging customers,' said Tyler Kelly, president, Basis Technologies. 'Basis' integration of the IRIS_ID gives marketers robust technology for real-time data-driven decisions on CTV environments.' content data marketplace partners use AI to analyze video content, including episodes, movies, or clips. The data informs the planning, targeting, verifying and measuring for Basis customers. This intelligence gives advertisers transparency into the context in which ads are delivered to drive engagement across premium video environments. Benefits include: Brand safety and suitability by ad placement alongside appropriate content. Increasing the relevance and effectiveness of ads by targeting content based on contextual relevance, emotional resonance, and brand suitability. Innovid customers can get actionable insights into video ad performance across diverse content categories. 'Although CTV viewership has grown tremendously, fragmentation and the lack of content transparency has prevented publishers from maximizing yield and marketers from capturing value at scale,' said Richie Hyden, President and COO of 'With access to IRIS-enabled data, Basis customers can take action from sight, sound, and motion data to ensure truly relevant ads and a better viewing experience for consumers.' Basis Technologies provides advertising software with an integrated suite of modular applications for planning, operations, and more across programmatic, publisher-direct, search, and social channels. ABOUT a Viant Technology company, is the leading content data marketplace for streaming. 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 sellers, data partners, and ad platforms at About Basis Technologies Basis Technologies is solving the advertising industry's biggest problems with the most comprehensive advertising automation platform. As a unified command center for agencies and brands, Basis delivers an integrated suite of modular applications, each specializing in unique areas such as planning, operations, reporting, and financial reconciliation across programmatic, publisher-direct, search, and social channels. By closing system gaps, automating workflows, and streamlining data management, Basis empowers leaders to increase efficiency and productivity -- driving financial success for their organizations. Renowned for its dedication to both employees and customers, Basis creates more seamless operations and fosters a happier, more engaged workforce. Learn more at Contact:Anthony Videos accompanying this announcement are available at Photos accompanying this announcement are available at
Yahoo
03-03-2025
- Business
- Yahoo
Viant Technology Announces Acquisition of Lockr
Viant's Strategic Acquisition Expected to Advance Addressability in the Open Internet IRVINE, Calif., March 03, 2025--(BUSINESS WIRE)--Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced it acquired Lockr, the first-party data collaboration platform built to enable content owners to collect, enrich, and activate first-party data. Keith Petri will continue to lead Lockr as its CEO. "Addressability is the future of advertising and Viant's acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem, " said Tim Vanderhook, CEO of Viant Technology. "The company's founder, Keith Petri, is a well known leader in the AdTech industry, having spent 15 years dedicated to advances in data management. Keith's trusted expertise aligns seamlessly with our vision for the future. Similar to IRIS_ID, we plan to make Lockr's solutions open to the entire ecosystem including other alternative identifiers, as Viant is committed to helping the broader open internet succeed." Publishers and content owners who partner with Lockr can integrate their first-party data seamlessly and enable a number of alternative ID partners in the programmatic ecosystem. Without Lockr, data integrations with publishers typically require significant engineering resources, software deployment, and maintenance. Lockr significantly reduces the time and resources needed for data integrations, helping publishers accelerate their advertising business by leveraging first-party data. What's more, Lockr enables the application of first-party data as a signal in the bid-stream, propagating the addressability of ad campaigns. Viant's acquisition of Lockr is expected to accelerate industry adoption of both Viant's Household ID and IRIS_ID while helping publishers offer addressable advertising solutions as an alternative to walled gardens. "We are excited to join the Viant team," said Keith Petri, Founder and CEO of Lockr. "Tim and Chris Vanderhook have been leaders in digital advertising for 25+ years and are proven visionaries on the most critical topics facing the industry right now, including: CTV, AI innovation, identity and measurement. I am confident that the combination of Viant and Lockr is sure to accelerate innovation and deliver impactful client solutions." Viant management will discuss the acquisition on Viant's fourth quarter 2024 earnings webcast, held today at 2 pm Pacific Time (5:00 p.m. Eastern Time). Interested parties may access the webcast through Viant's investor relations website at ABOUT VIANT TECHNOLOGY Viant Technology Inc. (NASDAQ: DSP) is a leader in AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Our omnichannel platform, built for Connected TV (CTV), allows marketers to plan, execute, and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best Demand-Side Platform by MarTech Breakthrough, recognized as a Great Place to Work®, and received the Business Intelligence Group's Innovation Award for AI Advancements. ABOUT LOCKR Lockr delivers the essential infrastructure for first-party data collection, enrichment, and activation. Its Audience Integration Manager (AIM) empowers publishers, advertisers, and retailers to efficiently manage data flows, maximize audience engagement, and drive measurable results. Forward-Looking Statements This press release contains "forward-looking statements" within the meaning of the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995. Forward-looking statements include, without limitation, any statement that may predict, forecast, indicate or imply future results, performance or achievements, and may contain words such as "guidance," "believe," "expect," "estimate," "project," "plan," "will," or words or phrases with similar meaning. Forward-looking statements should not be read as a guarantee of future performance or results and will not necessarily be accurate indications of the times at, or by, which such performance or results will be achieved, if at all. Forward-looking statements contained in this press release relate to, among other things, benefits from Viant's acquisition of Lockr to Viant's business and financial results. Forward-looking statements are based on current expectations, forecasts and assumptions that involve risks and uncertainties, including, but not limited to, the market for programmatic advertising developing slower or differently than Viant's expectations, the demands and expectations of customers, the ability to attract and retain customers, the impact of information and data privacy trends and regulations on our business and competitors and other economic, competitive, governmental and technological factors outside of our control, that may cause our business, strategy or actual results to differ materially from the forward-looking statements. Investors are referred to our filings with the SEC, including our Annual Report on Form 10-K and subsequent Quarterly Reports on Form 10-Q, for additional information regarding the risks and uncertainties that may cause actual results to differ materially from those expressed in any forward-looking statement. We do not intend and undertake no obligation to update any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by applicable law. View source version on Contacts Media Contact: Marielle Lyonpress@
