LOS ANGELES—The video data platform IRIS.TV has announced that it will work with the global video advertising platform SpotX, which is now part of Magnite, to bring industry-standard contextual segments to SpotX’s ad inventory. 

The move will enable marketers to target and verify the category of video on all screens so they can target ads with greater precision and accuracy, the companies reported. 

“Our clients have been demanding increased visibility into the content they are advertising in, but access to contextual data is extremely complicated as it comes in a variety of formats as well as being locked behind content management systems and video players,” said Kristen Williams, senior vice president of strategic partnerships at SpotX. “IRIS.TV has done the hard work of connecting all these systems, onboarding video data so that media owners can unleash the true value of their content and advertisers can smartly invest in CTV.”

With integrations into IRIS.TV’s data marketplace, third-party contextual intelligence companies such as Oracle Data Cloud, Comscore, GumGum, ZEFR, Silverbullet 4D, and Advanced Contextual will be able to help their clients target with greater precision and accuracy, the companies reported. 

"This partnership enables Oracle to expand our advanced Contextual Intelligence capabilities into the fast-growing video and CTV ecosystem," said Derek Wise, chief product officer at Oracle Data Cloud. "Oracle is committed to helping advertisers and publishers understand billions of web pages and these new capabilities from IRIS.TV and SpotX enables us to extend our offering into the fast-growing CTV market."

NEW YORK—Global video advertising platform SpotX is making a strategic investment in SpringServe, an ad serving platform for OTT and CTV, that will enable the two sides to work together on providing advanced video advertising capabilities while also connecting platform customers to the advertiser ecosystem.

SpringServe, offers ad serving, optimization and automation solutions across devices. With the SpringServe platform, publishers and content owners can manage multiple aspects of video advertising and have access to tools like inventory routing, customized ad experiences and advanced podding logic.

SpotX, meanwhile, has relationships with media owners across the OTT ecosystem through their programmatic technology, and reaches four out of five ad-supported CTV viewers in the U.S., the company says.

Together, the two companies will collaborate on a roadmap of product features, including things like joint customers state-of-the-art ad serving, inventory management and programmatic capabilities with the goal of media owners having more control over their video advertising business.

Specifically, the SpotX investment will be used to bolster product and engineering efforts as well as for research and development, with a focus on building the next generation of CTV serving tools, SpotX says.

For more information, visit www.spotx.tv.  

NEW YORK--SpotX has inked a deal with Syncbak to connect its digital advertising platform to Synkbak’s AdSync proprietary dynamic ad insertion (DAI) solution. Syncbak is also leveraging SpotX for its programmatic ad decisioning layer and ad serving technology.

“At Syncbak, we want to help local broadcasters monetize and make their content available to their viewers on any platform,” said Dean Mandel, vice president, Revenue at Syncbak. “SpotX industry-leading video monetization solutions allow us to present a whole new revenue stream to our users, and we’re thrilled to be partnering with them.”

Launched in May 2018, SBTV and its affiliate destinations allow viewers to stream live and on-demand local TV station content on any device. The SimpleSync platform lets local stations stream their content to any vMVPD, their own sites and apps, and Syncbak's direct to consumer app. SBTV is available on Apple TV, Roku, iOS, Android and the web.

[Read: Syncbak To Conduct 'First Ever' Live OTT Broadcast Using Local Dynamic Ad Insertion]

As a result of the partnership, SpotX is connecting advertisers directly to Syncbak’s premium, local, live, and on-demand video inventory which runs across the SBTV website, the SBTV app (web or mobile), linear TV stations, and Syncbak publisher websites and apps. Syncbak will also retain the ability to execute direct deals with linear advertisers.

“This is a massive opportunity for advertisers because when they access Syncbak inventory through SpotX, they will have the ability to reach two different audience segments simultaneously, viewers watching traditional linear TV and those tuning in via OTT,” said Benjamin Abbatiello, vice president, audience and distribution management at SpotX. “Syncbak has really been a pioneer in the OTT space, and we’re excited to help its content owners and creators earn more revenue.”