Nowadays, people consume more video content online through smart TVs (connected TVs). So, the availability of CTV ad inventory is increasing every year. Unlike linear TV advertising, advertisers can buy CTV inventories programmatically through demand side platforms. So, advertisers started to move their ad spend towards CTV advertising.
As per Statista research, CTV ad spending in the US was 17.5 billion dollars in 2022 and is expected to surpass 25 billion dollars in 2023.
Even though CTV advertising has many advantages over linear TV advertising, it still has some limitations in terms of targeting and brand safety capabilities. For example, data providers now have the technology capability to read the web page content and understand the context of the entire content. So, advertisers can use contextual advertising, and they can apply brand safety conditions to their display campaigns.
As CTV advertising grows, the advertisers are ready to spend more money here. But they are expecting more targeting capabilities in CTV advertising, like display advertising. Their two major expectations are Video Level Contextual Advertising and applying brand safety to CTV advertising.
IRIS.TV provides a solution to these two major concerns over CTV advertising. They use AI technology to provide more information about the video content to the advertisers. So, the advertisers can use the power of contextual advertising on CTV and also apply brand safety controls.
How does the IRIS.TV AI technology work?
This leading tech company IRIS.TV has now announced that advertisers from The Trade Desk demand side platform can use Oracle Advertising’s video level contextual data for their CTV ad campaigns. Also, they can use brand suitability data to apply the restrictions.
Step 1 : The leading CTV publishers, streaming apps, and platforms need to connect with IRIS TV. They are called supply partners.
Step 2 : IRIS TV assigns IRIS_ID to the video content. This is a universal content identifier, and it is used to transfer the video level data in a privacy focussed manner.
Step 3 : IRIS TV also partners with data providers like Oracle. These data providers use the IRIS_ID to access the video level data from the IRIS enabled supply partners.
Step 4 : The data partners analyze the data and group it into segments. These segments are available to advertisers through the demand side platforms like Trade Desk.
Step 5 : Advertisers can use this data to buy suitable ad spaces programmatically on CTV.
What are the AI technologies used to extract video level data?
IRIS TV uses three important AI technologies to extract the video level data.
They use natural language processing techniques to extract the basic information about the video, such as the title, description, subtitles, etc.
As mentioned on adage.com, IRIS TV uses the Computer Vision technique to scan each and every frame of the video to extract the visual objects, faces, etc.
Finally, IRIS TV uses the machine learning technique to train the models to identify valuable content from the extracted values.
Video Level Contextual Advertising and Brand Safety
Advertisers can use this video level contextual data to show their advertisements in more appropriate places. For example, the Home Appliances advertiser can show their advertisement only on videos that contain kitchen setup and food-making videos instead of showing all video contents.
This AI technology analyzes the video content and identifies hate speech or violent content. Using the extracted data, advertisers can exclude them from their CTV advertising campaign.
This AI technology analyzes the video content frame by frame. So, it can easily identify the logos and competitor products. So, advertisers can easily target or exclude as per their needs.
Also, it identifies the nature of the video content and classifies the video as positive, negative, or neutral. If the advertiser wants to show their advertisement only on positive videos, then it can be possible here.
Conclusion
Online video streaming is increasing year by year. So, advertisers are interested in moving their ad spend towards CTV advertising. Through demand side platforms, the advertisers can buy the ad inventories on CTV programmatically. Many of the advertisers are worried about showing their advertisements on irrelevant content and negative videos. IRIS TV brings new AI technology to solve this problem. Using their technology, advertisers can use the video level contextual data to do CTV advertising more effectively.
