USIM Teams Up with IRIS.TV to Transform CTV Advertising with AI-Driven Insights

USIM, a leader in innovative media solutions, has announced a groundbreaking partnership with IRIS.TV, the premier content data marketplace for streaming media. This collaboration will leverage IRIS.TV’s content identifier, the IRIS_ID, to elevate the creative and media effectiveness of connected TV (CTV) campaigns. As part of this alliance, USIM's Programmatic Division, Quantum11, now offers enhanced precision and engagement, allowing brands to connect with audiences in more impactful and measurable ways. In today’s fragmented CTV landscape, reaching the right customer at the optimal moment has become an increasingly complex challenge. USIM’s partnership with IRIS.TV addresses this challenge by offering cutting-edge solutions that transform video-level data into actionable insights, driving full-funnel performance and Return on Ad Spend (ROAS). Over 70 million videos from streaming apps, channels, and smart TVs—such as LG, Vizio, Univision, and Xumo—now feature IRIS_IDs. These videos are analyzed by top-tier AI models to generate standardized data around context, emotion, and brand suitability. Through partnerships with leading AI companies, including 4D Advanced Contextual, Captify, Connected IQ, GumGum, Illuma, KERV.ai, Mobian, Pixability, Reticle, Samba TV, Sightly, Silverpush, and SpotRunner, IRIS.TV ensures robust insights into CTV viewing. With access to "IRIS-enabled" inventory and data, USIM can now target CTV viewers with precision and scale.

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"By leveraging IRIS.TV, USIM's programmatic team can accurately target our clients' advertisements within emotionally aligned television content," said Dan Bealey, VP of Programmatic Media and Advanced TV at USIM. "[This] maximizes audience engagement, ensuring that clients' messages resonate deeply with consumers at the moment they are most engaged. As a result, USIM develops campaigns that deliver high-impact ad units with measurable outcomes on their programmatic connected TV buys."

This strategic partnership offers a host of benefits for advertisers, including:

• Advanced AI-driven video-level analysis for superior contextual and emotional targeting
• Increased transparency into CTV media quality and value
• Precision targeting to engage the right audience at optimal moments
• Enhanced brand safety in alignment with advertiser values

"Our partnership with IRIS.TV is an enhanced offering for our clients looking to evolve how modern CTV media placement and creative are infused today," said Melissa Sierra, EVP of Media Integration at USIM. "With access to their marketplace of AI-driven technology, we're able to provide unprecedented visibility into the performance of CTV campaigns, ensuring that our advertisers not only reach their target audiences but do so in a contextually relevant and emotionally resonant way." "IRIS.TV and USIM are making it possible for advertisers to reach consumers when they are most likely to watch, remember, and convert," said Field Garthwaite, CEO of IRIS.TV. "Tapping into consumer intent in streaming is possible with video-level data, and it's proven to increase reach, efficiency, and effectiveness of CTV campaigns. USIM's dedication to leveraging IRIS-enabled™ data has been an important signal to the market and is accelerating adoption of the IRIS_ID and our ability to scale our ecosystem of publishers, data partners, and ad platforms." This partnership equips advertisers with data-driven insights to amplify the impact of their CTV investments, streamlining the achievement of campaign goals in today’s complex media environment. By combining their expertise, USIM and IRIS.TV ensure that every impression is meaningful, delivering both efficiency and effectiveness at scale.