Jivox has announced that its interactive video ad platform Jivox IQ now supports content marketing and data driven feeds, both of which can dynamically update ads in real-time. As Diaz Nesamoney explained to me, both are meant to deliver ads that are more timely and relevant to users, across different ad formats and on multiple devices.

Diaz noted that content marketing, which has become a huge industry theme, blurs the line between ads and editorial. With Jivox's new content marketing features, advertisers are able to update their ads/content continuously while their campaigns are underway. The benefit is that ads can change without the traditional step of changing tags. These updated content streams work in 45+ different ad units, such as pre-rolls, display, mobile, etc. 

Support for data feeds enables ads to be customized for weather, location and day/time. Diaz said Jivox has created APIs that source appropriate data so that, for example, ads may be customized for promoting a cold drink on a hot day (or a hot drink on a cold day), a "store nearest you," and/or for particular deals by time of day or day of the week (see Burberry and Corona examples here). The APIs can be used by Jivox or agency/brand partners. Multiple components of ads (data and content) can be updated simultaneously.

Going forward, Diaz envisions ads becoming increasingly customized, to the point where eventually ads can be individually created/targeted. The larger goal is to make ads increasingly valuable to both advertisers and publishers.