Programmatic solutions provider MediaMath is giving brands and agencies the ability to target advertising campaigns based on context. Marketers can seek out viewers who are watching programming that is relevant to, and correlates with, the advertising they want to deliver, and do this in real-time. The solution covers connected TV, desktop and mobile.
Ads can be placed adjacent to the relevant content. Alternatively, brands can avoid advertising near certain types of content. MediaMath claims it is the first company to offer a buy-side video contextual targeting solution for programmatic video.
The new solution is made possible through a partnership with IRIS.TV, whose existing video recommendations product provides deep integrations with publisher content management systems and major video players across the industry (and as a result, the product will work with any CMS and video players). By activating contextual data on video inventory, IRIS.TV is able to surface the context of video content to ad servers in any video playback environment.
“Publishers and advertisers can now match premium content with relevant video advertising in real-time and across multiple platforms, ensuring a better overall experience for the viewer,” confirms Mike Fisher, Vice President, Advanced TV & Video at MediaMath. “Our new solution ensures a more engaged and valuable audience for publishers, while advertisers enjoy better targeting and control of their message.”