Viant acquires IRIS.TV, terms not disclosed

Viant (DSP) Technology announced it acquired IRIS.TV, a global content data platform built for CTV. Major content owners and platforms rely on IRIS to supply a consistent content signal to marketers. IRIS has integrated with over 1,400 video content owners, platforms and content management systems indexing over 60,000,000 streaming video files. This acquisition will accelerate the mission of IRIS to expand its CTV content identification at scale across premium publishers. “The IRIS team has built an outstanding platform that addresses a huge problem in the ecosystem around standardizing content classification in CTV,” said Tim Vanderhook, CEO of Viant Technology. “We are excited to support their mission to enhance the value of premium CTV content in the bidstream. IRIS’s position at the intersection of CTV and the ad tech ecosystem aligns seamlessly with Viant’s vision for the future.”