Samba TV Partnering With IRIS.TV for AI-Based Digital Ad Measurement Tool
October 9, 2024
Samba TV Oct. 9 announced a partnership with data platform Iris.TV to create artificial intelligence (AI) advertising measurement software.
The collaboration aims to leverage Samba’s video catalogs from digital media and connected-TV (CTV) publishers indexed with Iris.TV’s content identifier (IRIS_ID) that enables publishers to share video-level data with advertisers. The combination would provide “contextual” ad targeting measured by reach, frequency and business-based outcomes.
More than 55 million TV videos across thousands of sites and streaming apps across smart TVs and connected devices have IRIS_IDs, according to the companies. Samba’s AI technology (Samba AI) aims to offer advertisers insights into video content, enabling more targeted ads, including topics, genres, logos, actors, sentiment, and brand safety, among others.
“Our industry has been riddled by a conflict between context and audience,” Ashwin Navin, co-founder/CEO of Samba TV, said in a statement.
Navin said applying AI with Iris-enabled content publishers provides advertisers with more accurate and comprehensive cross-platform measurement.
“This collaboration embodies our commitment to delivering new and more scientific approaches to advertising without compromising on privacy principles,” he said.
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