IRIS.TV Joins the Unified ID 2.0 Initiative as Advertisers Seek Brand-Safe, Video-Level Contextual Targeting for Online Video and Connected TV

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The company’s IRIS_ID, a global unique identifier for each individual video on-boarded to its data marketplace built to enable contextual intelligence and brand safety, will be interoperable with Unified ID 2.0 for video-level targeting.

IRIS.TV IRIS_ID and the Trade Desk Unified ID

IRIS.TV, the leading video data platform, today announced that it is supporting the industry-wide initiative to develop and deploy Unified ID 2.0. With initial development led by The Trade Desk, Unified ID 2.0 is a new open-source industry-wide approach to internet identity that preserves the value of relevant advertising, while putting user control and privacy at the forefront.

IRIS.TV is a privacy-first, neutral video data platform that connects content owner’s video data with the digital advertising ecosystem. IRIS.TV enables every video play, in every format, across any device to be relevant, addressable, and measurable. The company’s IRIS_ID, a global unique identifier for each individual video on-boarded to its data marketplace built to enable contextual intelligence and brand safety, will be interoperable with Unified ID 2.0 for video-level targeting.

As a result, the company’s privacy-first and cookie-less solutions will support publishers by enabling them to unlock and maximize the value of their inventory, while providing marketers with unprecedented transparency into online video and Connected TV (CTV) environments.

“Digital video advertising has grown substantially in recent years, as advertisers embrace it as one of the most effective methods to win hearts and minds. IRIS.TV has been central to this growth, as a trusted driver of collaboration among publishers with data controls,” said Jeff Green, CEO and Co-Founder of The Trade Desk. “Their support of Unified ID 2.0 is a significant step in advancing the value of the open internet and increasing revenue for publishers’ inventory.”

Unlike cookies, Unified ID 2.0 will operate across advertising channels. Advertisers will now be able to understand campaign performance across streaming TV, desktop, mobile, audio, TV apps, and devices with a single ID, creating a more powerful environment for precision, efficiency and measurement. This is critical as marketers and publishers look to reach audiences across platforms in a simple way.

“The goals of Unified ID 2.0 and IRIS.TV couldn’t be any more aligned. Both are focused on increasing the value of publishers' content, providing tools for advertisers to buy media effectively in a post-cookie environment, and both are based on consumer privacy,” said Sean Holzman, Head of Ad Platforms at IRIS.TV. “Going forward, the IRIS_ID will add more capabilities to The Trade Desk and Unified ID 2.0, while helping to deliver higher yield for content owners in CTV and OLV.”

For more information on the current state of the Unified ID 2.0, please visit the Unified ID solution site.

About The Trade Desk

The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.

About IRIS.TV

IRIS.TV is a video intelligence company founded in 2013. Our mission is to connect and unify video data from any source to power better consumer experiences and business outcomes. Our privacy-first, neutral video data platform provides the leading media, data, and advertising technology companies with seamless on-boarding of video data. We enable partners like News Corp, CBS and Crackle to build scalable solutions including contextual and brand-safe ad targeting and verification capabilities, personalized video recommendations, and measurement and analytics solutions.

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Rohan Castelino
IRIS.TV
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Alexandra Levy
IRIS TV
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