By James Wilhite, Vice President of Product, IAS

As streaming continues to transform how marketers advertise on connected television (CTV), one thing remains constant: marketers need to know where their ads are running. CTV brand suitability measurement products have long relied on metadata for content categorization, but it simply doesn’t give marketers the metrics they need for a holistic view of their ad placement. 

That’s why IAS today is announcing Total Media Quality for CTV Brand Safety and Suitability in partnership with IRIS.TV. This new product provides marketers in the U.S. with real-time suitability reporting for advanced control over their brand on CTV.

An industry first: Video-level brand suitability measurement for CTV with multimedia classification technology

Marketers can now understand the full picture of brand suitability with Total Media Quality for CTV Brand Safety and Suitability. IAS’s proprietary multimedia classification technology, which measures frame-by-frame video measurement three times more accurately than metadata, tracks video in real-time to detect image, audio, and text signals. 

This marks the first time marketers have been able to track signals like language sentiment, logo analysis, show title, and public figure recognition on CTV, giving them granular brand suitability reporting for precise control of their CTV buys. Plus, the data gathered by this analysis is compared with the Global Alliance for Responsible Media (GARM) categories for video to identify unsuitable environments, offering unmatched insights for marketers.

IAS client Horizon Media agrees that this technology may be the answer to maximizing the value of marketers’ ad spend on CTV. Jason Lee, EVP of Brand Safety & Consumer Advocacy at Horizon Media, said, “Given the growth of CTV, it is important that the marketplace evolve to offer solutions that provide consistent and granular measurement within these environments. The reporting solution by IAS, in partnership with IRIS.TV aims to do just that, as frame-by-frame content identification and reporting allows advertisers to be more confident of the exact video content within which their ads are delivered.”

Taking action on CTV investments

Using IAS’s multimedia classification technology with IRIS.TV’s IRIS_ID, marketers can quickly and accurately inform and act on their CTV investments. IRIS.TV boasts 500+ IRIS-enabled™ CTV apps and thousands of IRIS-enabled websites and mobile apps with access to millions of hours of premium video content, allowing for IAS’s real-time measurement at scale. 

The IRIS_ID is a persistent content identifier for every video on any screen that structures, connects, and activates video-level data across CTV and online video content for advertisers and brands to plan, target, and measure based on video-level data. Through their integration with hundreds of publishers’ content management systems (CMS) and the IRIS_ID, IRIS.TV enables publishers to securely provide IAS with access to normalized data for contextual CTV segmentation in real-time.  

IAS and IRIS.TV’s tech work in tandem to give marketers best-in-class brand suitability scoring. While IAS analyzes and scores the video files against the GARM categories and risk levels, IRIS.TV connects IAS to content from more IRIS-enabled publishers across the CTV landscape than ever before. Together, these innovative capabilities work to give marketers elevated confidence and greater assurance for their CTV buys.

Pioneering actionable transparency on CTV

As CTV platforms increasingly move toward ad-supported models, marketers have an expanding number of options for content with which they can align their ads. But more options also means more opportunities to land next to misaligned content and risk harming brand identity.

CTV is exciting territory. There’s a reason why ad spending on the format is expected to reach nearly $44 billion in the U.S. by 2026. But like any rapidly growing channel, CTV isn’t brand suitable by default. Risky content is evident across the CTV landscape, creating the potential for increased brand harm due to poor ad placement.

Marketers, your brand identity is precious. Protect it in real time with a new level of data to inform CTV campaign strategy – without limiting scale.