IRIS.TV
IRIS.TV is a video data platform that assigns universal IRIS_IDs to videos, enabling contextual targeting, measurement, and verification for CTV and online video advertising across advertisers, agencies, publishers, and technology partners.
- Company typePrivate
- Founded2013
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What IRIS.TV does
IRIS.TV is a video data platform founded in 2013 and headquartered in Los Angeles that provides video-level data connectivity for the connected TV (CTV) and online video advertising ecosystem. The company's core product is the IRIS_ID Platform, which ingests metadata from publishers' content management systems, normalizes it into structured datasets, and assigns each video a global IRIS_ID — a universal content identifier that flows through the programmatic bid stream. The platform covers over 60 million videos and 90+ million TV shows/movies with IRIS_IDs, processes over 600 billion monthly ad requests, and now spans more than 40% of the CTV ecosystem following partnerships with Tubi, Xumo, Warner Bros Discovery, LG Ads, Vizio Ads, Samsung Ads, and Univision. Built on this data layer are solutions for marketers (contextual targeting, measurement, verification, planning via Contextual PMPs across 96 content categories), publishers (metadata normalization, contextual monetization, personalized video recommendations), and technology partners (pre-bid targeting, post-bid verification, multi-publisher PMP curation).
The platform is delivered through an enterprise field sales motion targeting major advertisers and agencies (GroupM, Dentsu, PMG, OMG, Horizon) and through API access into programmatic supply paths. Revenue is generated via custom annual subscriptions for platform/data licensing and programmatic data services tied to PMP deal activity. The technology stack integrates with leading CMS, video player, ad server, and SSP platforms (including Brightcove, JWPlayer, Adobe, Google Ad Manager, FreeWheel, PubMatic, and Microsoft Ads), with AI/ML capabilities sourced from partners including IBM Watson for NLP, Google Cloud ML, and Netra for contextual analysis. In 2025, IRIS.TV was acquired by Viant Technology Inc. (NASDAQ: DSP), which is investing in AI/ML and identity infrastructure to extend the platform's scene-level targeting and identity-resolved CTV planning capabilities.
IRIS.TV firmographics
Firmographics- Name
- IRIS.TV
- Legal name
- IRIS.TV
- Website
- https://iris.tv
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- IRIS.TV is a video data platform that assigns universal IRIS_IDs to videos, enabling contextual targeting, measurement, and verification for CTV and online video advertising across advertisers, agencies, publishers, and technology partners.
- Ownership category
- akta.pro rank
IRIS.TV industry classification
Industry- Product category
- CTV Advertising Technology
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Video Streaming Platforms (SVOD/AVOD/TVOD) (BPAMAJAA)
Keywords
Where IRIS.TV is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
IRIS.TV business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Data Licensing and Platform Fees: IRIS.TV provides video data connectivity services to publishers, advertisers, and technology partners through licensing its IRIS_ID platform. The company structures, connects, and activates video-level data, enabling better viewing experiences and advertising outcomes. Revenue is generated through platform fees and data licensing arrangements with ecosystem participants.
- Programmatic Advertising Data Services: The IRIS_ID is passed into the programmatic bid stream where it can be decoded by IRIS-enabled partners for targeting, measurement, verification, and planning. The company enables access to video-level data at scale through private marketplace (PMP) deals, charging for contextual targeting and brand safety solutions across CTV and online video.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise platform pricing for advertisers and agencies |
| Subscription | Annual | Publisher data connectivity solutions |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
IRIS.TV product offering
Product offeringCore offering
IRIS.TV provides a video data connectivity platform built around the IRIS_ID, a universal content identifier assigned to individual videos. The platform ingests and normalizes metadata from publishers' content management systems, then passes the IRIS_ID into the programmatic bid stream so that advertisers, agencies, and technology partners can perform video-level contextual targeting, measurement, verification, and planning across CTV and online video inventory in a privacy-first manner.
Product overview
IRIS.TV is a video data connectivity platform that provides a single integrated system for structuring, connecting, and activating video-level data across the CTV and online video advertising ecosystem. The core product is the IRIS_ID Platform, which assigns global content identifiers to video content and enables programmatic access to video-level contextual intelligence. Built on top of this platform are several modules: Contextual Video for content enrichment, Video Recommendations for personalized streaming, and Contextual PMPs (Private Marketplaces) offering 96 content categories for precise ad targeting. The platform also includes specialized solutions for Marketers (targeting, measurement, planning, verification), Publishers (metadata normalization, data control, monetization), and Partners (data tools, contextual solutions, brand safety). The entire ecosystem is designed for a privacy-first world, enabling relevant advertising without tracking individual viewer identity.
Differentiator
Problem solved
Functional benefit
Brands
- IRIS_ID: A global content identifier for video-level data that enables contextual targeting, measurement, verification, and planning across CTV and online video ecosystems.
Products and services
- IRIS_ID Platform A video data platform that structures, connects, and activates video-level data for CTV and online video. Provides the IRIS_ID, a global content identifier that enables targeting, measurement, verification, and planning applications within the video ad ecosystem, and is offered to advertisers, agencies, publishers, and technology partners.
- Contextual Video
Quantifiable outcome
- 20% higher tune-in for entertainment brand
- +5 more outcomes
Companies that use IRIS.TV
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
IRIS.TV technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration39 records
AI capability6 records
Feature4 records
IRIS.TV partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core.
- XumocoreXumo, the streaming platform joint venture between Comcast and Charter, expanded integrations with IRIS.TV to enhance contextual targeting capabilities across its FAST inventory of 2,000 channels on more than 30 platforms. IRIS.TV provides video-level contextual intelligence for both linear and on-demand streaming content, enabling more precise ad targeting and brand-safe placement.
- SeedtagcoreSeedtag, a global Neuro-Contextual advertising company, partnered with IRIS.TV to strengthen CTV targeting through enriched program-level content data. The integration combines IRIS.TV's IRIS_ID with Seedtag's proprietary AI agent 'Liz' to provide advertisers with additional audience scale, more granular contextual targeting, and clearer visibility into campaign delivery while maintaining privacy standards.
- WurlcoreViant integrated with Wurl to enable scene-level CTV targeting and measurement, powered by IRIS.TV's IRIS_ID and Wurl's BrandDiscovery streaming signals. The integration enables advertisers to target, activate, and measure campaigns at scene level via programmatic oRTB access to premium FAST inventory, combined with Viant's Household ID and identity graph covering 95% of U.S. adults 18+.
- TubicoreTubi is an IRIS-enabled partner. Following the partnership, IRIS ID now covers over 40% of the CTV ecosystem with Tubi as a key integration partner. Tubi is a major ad-supported streaming platform.
- JWP ConnatixcoreJWP Connatix is an IRIS-enabled partner, enabling video-level data connectivity and contextual targeting capabilities.
- LG AdscoreLG Ads is a publisher partner of IRIS.TV, using video-level data to create more relevant experiences for audiences and advertisers on LG smart TVs.
- Vizio AdscoreVizio Ads is a publisher partner of IRIS.TV, leveraging video-level data for advertising solutions on Vizio's smart TV platform.
- Samsung AdscoreSamsung Ads is a publisher partner of IRIS.TV, utilizing video-level data for targeted advertising on Samsung smart TV ecosystem.
- Warner Bros DiscoverycoreWarner Bros Discovery is a publisher partner of IRIS.TV, enabling video-level data connectivity for premium streaming content.
- UnivisioncoreUnivision is a publisher partner utilizing IRIS.TV's platform. Brian Lin, SVP of Product Management stated that IRIS.TV enables advertisers to reach their target audience and serve ads in appropriate context.
- AmagicoreAmagi is a partner enabling content brands to leverage contextual targeting. Srinivasan KA, Co-founder stated that the partnership enables content brands to leverage contextual targeting to realize the full value of their assets.
- Trusted Media BrandscoreTrusted Media Brands partnered with IRIS.TV and SpringServe to augment first-party data with contextual intelligence and provide marketers transparency for investing in FAST and CTV environments.
- GumGumcoreGumGum is a data partner providing Verity contextual technology and insights entering the programmatic bid stream via IRIS.TV. Phil Schraeder, CEO stated this represents real progress in the industry's embrace of privacy-friendly contextual advertising and GumGum's applied machine learning capabilities.
- IAS (Integral Ad Science)coreIAS is a data partner providing brand suitability scoring integrated with IRIS.TV. James Wilhite, VP of Product stated the technology works in tandem to give marketers best-in-class brand suitability scoring and elevated confidence for CTV buys.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
IRIS.TV competitors and assessment
Company assessmentBroad incumbents
- Magnite: Largest independent CTV-focused SSP. Comparable because Magnite similarly aggregates CTV inventory and could integrate or compete with IRIS_ID-style contextual layers on the sell-side.
- Pubmatic: Public SSP with significant CTV exposure and a supply-path optimization focus. Comparable as a distribution channel for IRIS.TV and a potential builder of in-house contextual capabilities.
- The Trade Desk: Leading independent DSP with deep CTV and programmatic capabilities. Comparable as a buyer of contextual/video-level data signals and a competitor for CTV advertiser mindshare, though it operates at far greater scale across the open internet.
Direct peers
- GumGum: Contextual advertising company whose Verity product is integrated with IRIS.TV as a data partner. Competes in contextual AI/video intelligence and could be considered a partial substitute for IRIS's contextual targeting layer.
- Zefr: Brand suitability and contextual targeting vendor with strong CTV focus. Comparable because Zefr works at video/programmatic level on platforms like YouTube and CTV and competes for the same contextual-data use cases.
- DoubleVerify: Public ad-verification and brand-suitability company with CTV capabilities. Comparable as a partner in the IRIS.TV ecosystem and a competitor for verification-led video-contextual insights.
- Integral Ad Science (IAS): Brand suitability and ad-measurement company already integrated with IRIS.TV. Comparable as a partner for brand safety scoring on CTV and a competitor for measurement and verification budgets.
Others
- Viant Technology: Parent company of IRIS.TV and an independent DSP (NASDAQ: DSP). While not a direct competitor, Viant's CTV roadmap and Household ID graph directly shape IRIS.TV's product direction and reach.
Emerging players
- Seedtag: Neuro-contextual advertising company that recently partnered with IRIS.TV (Jan 2026). Comparable as a contextual AI player expanding into CTV and a potential substitute for IRIS_ID-driven contextual targeting.
- Beachfront: Independent CTV-focused ad-tech company offering server-side ad insertion and programmatic CTV supply. Comparable as a smaller, CTV-pure-play competitor that could integrate with or compete against IRIS.TV's contextual layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
IRIS.TV social profiles
Digital presenceIRIS.TV financial estimates
Financial estimateRevenue estimate
Valuation estimate
IRIS.TV leadership team
Management profileNumber of profiles
Profiles11 records
IRIS.TV funding detail
Funding detailFunding overview
Funding rounds4 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IRIS.TV M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IRIS.TV
What does IRIS.TV do?
IRIS.TV provides a video data connectivity platform built around the IRIS_ID, a universal content identifier assigned to individual videos. The platform ingests and normalizes metadata from publishers' content management systems, then passes the IRIS_ID into the programmatic bid stream so that advertisers, agencies, and technology partners can perform video-level contextual targeting, measurement, verification, and planning across CTV and online video inventory in a privacy-first manner.
Is IRIS.TV a public or private company?
IRIS.TV is a private company. It is classified as corporate owned and is currently operating.
When was IRIS.TV founded?
IRIS.TV was founded in 2013. It employs 11 to 50 people.
Where is IRIS.TV based?
IRIS.TV is headquartered in Los Angeles, United States, in the North America region.
How does IRIS.TV make money?
Two revenue lines are on record. Data Licensing and Platform Fees are the primary driver. The others are programmatic Advertising Data Services.
Who are IRIS.TV's main competitors?
Broad incumbents on record are Magnite, Pubmatic and The Trade Desk. Direct peers are GumGum, Zefr, DoubleVerify and Integral Ad Science (IAS). Viant Technology is listed as an others. Emerging players are Seedtag and Beachfront.
Does IRIS.TV have an API?
Yes. IRIS.TV offers a Video Data Platform API that enables developers to structure, connect, and activate video-level data. The platform provides programmatic access via IRIS_ID, a global content identifier for video-level data. The API allows for targeting, measurement, verification, and planning applications within the video ad ecosystem. Content owners can also utilize video-level data for personalized video recommendations. Developer documentation is at support.iris.tv/iris_id-data-api.
What industry is IRIS.TV in?
IRIS.TV's product category is CTV Advertising Technology. Its primary akta.pro industry code is BPAMAJAA, Video Streaming Platforms (SVOD/AVOD/TVOD). Its NAICS code is 51621 and its SIC code is 7370.