Sounder Integrates with IRIS.TV, Expanding Its Data Signal Beyond Podcasts to CTV

Sounder’s True Topic Contextual Targeting Will Support CTV for First Time

Sounder, the leader in AI-powered brand safety and contextual intelligence for audio, announced its planned integration with IRIS.TV, the leading content data platform. This marks the first time Sounder’s technology will be used beyond podcast content, expanding the use case to CTV.

Marketers will access Sounder’s True Topic contextual intelligence via IRIS.TV’s IRIS_ID to target relevant, brand-suitable video inventory across thousands of IRIS-enabled™ premium publishers and billions of monthly video impressions. The IRIS_ID is a universal content identifier that allows IRIS-enabled™ publishers to securely share video-level data to power advertising applications in streaming media.

Marketing Technology News: MarTech Interview with Anil Malhotra, Chief Marketing Officer at Bango

Sounder unlocks precise insights using the audio track of CTV content, a signal previously untapped to any degree of sophistication by legacy solutions for video. The world’s leading media publishers, agencies, and marketplaces presently use Sounder to target podcast advertising campaigns. Now, for the first time, marketers can target CTV advertising using Sounder’s solution, which maps the episode-level dialogue into industry-standard taxonomies for brand safety, suitability, and contextual targeting.

IRIS.TV simplifies the complexity and fragmentation of the video ecosystem across CTV and premium digital video, providing access, for the first time, to video-level data. The IRIS_ID provides a common data signal across supply partners, making it easier for advertisers to confidently buy CTV and premium video inventory based on video-level contextual, brand-safety analysis, and the specific topical nature of every video.

Marketing Technology News: From Crisis to Connection: How Media Trends Can Help Shape ESG Communication

Kal Amin, CEO and Co-Founder of Sounder says “With IRIS.TV, we’re thrilled to bring our AI-driven solution, trained at-scale on spoken word and purpose built for advertising, into the video advertising marketplace.”

“Our partnership with Sounder is a significant development in CTV advertising,” says Nancy Neumann-Grey, VP of Business Development, Data Partners of IRIS.TV. “We’re excited to see the full potential of the dialogue unlocked in streaming advertising. With Sounder, marketers have a best-in-class audio-based product that provides accurate brand safety, suitability, and contextual insights for targeting CTV campaigns at scale.”