Expanded integrations give advertisers access to distinct contextual signals across Xumo’s FAST inventory
Xumo is among the first to offer these capabilities on FAST channels, supporting more precise, brand-enhancing activation across linear streaming
Xumo, the streaming platform joint venture between Comcast and Charter, announced expanded integrations with Gracenote and IRIS.TV. The new capabilities give advertisers access to distinct contextual signals across Xumo’s FAST inventory, supporting more precise, brand-enhancing activation across both linear and on-demand streaming content. As streaming audiences fragment across apps, devices, and services, advertisers need better signals to reach viewers in the right content environments, where relevant ads can drive 5.2 times higher brand purchase intent. Through the expanded integrations, Xumo is broadening how contextual intelligence can be used in streaming, being among the first to bring signals commonly associated with on-demand libraries to FAST channels.
Gracenote CTV Content Intelligence delivers standardized, source-validated program-level metadata, IDs and taxonomy to Xumo’s streaming inventory, creating a common language that helps marketers evaluate FAST opportunities and activate campaigns with transparency, precision and scale. IRIS.TV brings video-level contextual intelligence to the FAST service, enabling leading AI models to analyze content frame-by-frame and surface signals across Xumo’s linear and on-demand programming. Combined, these capabilities enable advertisers to improve relevance, reduce waste and support stronger performance outcomes across Xumo’s FAST footprint of 2,000 channels on more than 30 platforms.
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“Xumo’s expanded integrations with Gracenote and IRIS.TV give marketers better tools to understand and activate around live streaming content,” says Jerrold Son, Vice President, Ad Revenue Operations at Xumo Advertising. “By bringing deeper contextual signals across all our FAST programming, including linear, we’re helping advertisers improve brand safety and suitability, better navigate content genres, and bring more actionable context into programmatic buying.”
“As FAST platforms continue to grow and establish themselves as go-to destinations for viewers, precise ad placement within premium content has never been more critical,” said Jake Richardson, VP of Partnerships at Gracenote. “We look forward to our partnership with Xumo finally giving buyers the deeper understanding of content they need to maximize the impact of their FAST investments.”
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“Together, with Xumo, we at Viant and IRIS.TV are giving brands the ability to activate against the precise content moments that drive attention, from live sports to premium streaming, and tie that directly to outcomes,” said Richie Hyden, SVP of Publisher Solutions at Viant Technology.
This news comes as Xumo comes off a record year for Xumo Play, including approximately 40% year-over-year monthly active user growth, 64% increase in total hours watched and 22% rise in time spent per user. As FAST continues to evolve, Xumo is building on that momentum by helping marketers move faster around the moments that drive attention, combining scale, smarter signals and vast inventory to make streaming campaigns more relevant and effective.
