IRIS.TV and SpotX (part of Magnite) announced this morning they’re partnering to offer industry-standard contextual targeting segments to SpotX’s video ad supply. The move will give ad buyers the ability to target and verify the category of video on all screens.

SpotX will be able to give ad buyers access to video-level metadata that has been “IRIS-enabled” for targeting in CTV and digital video, driving more value for content owners, especially in in brand-safe CTV where viewership is soaring and ad performance is superior.

Noting the challenges the partnership will overcome, SpotX’s SVP of Strategic Partnerships Kristen William said, “Our clients have been demanding increased visibility into the content they are advertising in, but access to contextual data is extremely complicated as it comes in a variety of formats as well as being locked behind content management systems and video players.”

For more on how IRIS.TV enables video data for contextual segmentation to create more value for both ad buyers and content owners, see my interview below with VP of Publisher Partnerships Lauren Gabriele. Lauren will also be moderating a session at this week’s VideoNuze Connected TV Ad Summit virtual “Targeting in CTV: The New Data Paradigm,” with Xumo, Index Exchange and Icon Media Direct.

The CTV Ad Summit will feature over 45 speakers on 14 sessions over two afternoons of high impact learning. Registration is complimentary and you can win a 50-inch Roku TV and Streaming Soundbar.